© iStockphoto.com/Gustaf Brundin and Elissa Hari-Curtis

TRADE PROMOTION:
TIME FOR AN END
TO BUSINESS AS USUAL?
NEW PRESSURES AND NEW PREDICTIVE TOOLS are converging to
prompt more companies to move away from the traditional view of trade
promotion as a “tax” that they can do nothing about, a new AMR Research
study sponsored by DemandTec finds. For insight, the GMA Forum talks
with Lora Cecere, AMR’s Research Director, Consumer Products.