date:Jun 08, 2015
ify trade terms and promotional spending. Managing the wide variety of outlets and marketing opportunities is not a simple, cut-and-dried activity. Over time and especially during the recent recession, marketing and promotion campaigns have proliferated and overlapped as companies have desperately chased limited sales volume. Rationalisation and simplification are overdue. Current practices add cost for both companies and retailers, far beyond their contribution to industry growth. Analytics can