Trade Promo Best Practices

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Information about Trade Promo Best Practices

Published on March 16, 2016

Author: TABSAnalytics

Source: slideshare.net

1. Trade Promotions -BEST PRACTICES -

2. BEST PRACTICES: Trade Promotions CORRECT METRICS: LIFT CONSUMERUNITS CFS INCREMENTALFACTOR ROI CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCAN DATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATION AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION LIFTMODELS EXECUTION: OBJECTIVE: IMPROVE PROFITS – RETAILER AND MFR MARGINPOOLING SELF-DEFEATING BARRIERS: RETAILER AND MFR ARBITRAGE OPPORTUNITY CONDITION 2

3. BEST PRACTICES: Trade Promotions CORRECT METRICS: CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCAN DATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATION AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION LIFTMODELS EXECUTION: LIFT CONSUMERUNITS CFS INCREMENTALFACTOR ROI TPM = Trade Promotion Management TPO = Trade Promotion Optimization TPI = Trade Promotion Implementation TPM = Trade Promotion Measurement TPB = Trade Promotion Best Practices TPP = Trade Promotion Planning TPO = Trade Promotion Optimization Current Revised OBJECTIVE: IMPROVE PROFITS – RETAILER AND MFR MARGINPOOLING SELF-DEFEATING BARRIERS: RETAILER AND MFR ARBITRAGE OPPORTUNITY CONDITION 3

4. BEST PRACTICES: Trade Promotions CONSUMERUNITS CFS LIFT CORRECT METRICS: CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCAN DATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATION AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION LIFTMODELS INCREMENTALFACTOR ROI Wk1 Wk2 Wk3 Wk4 Wk5 Wk8 Wk9 Wk10 BaseUnit Wk6 Wk7 ActualUnit Weekly SalesUnits WHAT AM I MEASURING?  RETAILDOLLARS  SHIPMENT DOLLARS  EQUIVALIZED VOLUME  CASES  CONSUMERUNITS CFS = CONSUMED FACTORYSHIPMENTS Net Wholesale Price x RetailUnits EXECUTION: OBJECTIVE: IMPROVE PROFITS – RETAILER AND MFR MARGINPOOLING SELF-DEFEATING BARRIERS: RETAILER AND MFR ARBITRAGE OPPORTUNITY CONDITION Example: Net Cost = $3.50; Sales = 600 Units CFS = 600 x $3.50 = $2,100 4

5. BEST PRACTICES: Trade Promotions CORRECT METRICS: CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCAN DATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATION AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION LIFTMODELS EXECUTION: LIFT CONSUMERUNITS CFS INCREMENTALFACTOR ROI Wk4 Wk5 Wk8 Wk9 Wk10 BaseUnit Wk6 Wk7 ActualUnit Weekly SalesUnits INCREMENTAL FACTOR = INCREM UNITS / TOTALUNITS What percentage of my business goes away if Istop promotingentirely? Wk1 Wk2 Wk3 Base Units =100/Wk 400 350 600 OBJECTIVE: IMPROVE PROFITS – RETAILER AND MFR MARGINPOOLING SELF-DEFEATING BARRIERS: RETAILER AND MFR ARBITRAGE OPPORTUNITY CONDITION INCREM FACTOR = 1,050 / 2,050 = 51% 5 INCREMENTAL FACTOR = INCREM UNITS / TOTALUNITS BASE UNITS = 100 x 10 = 1,000 TOTALUNITS = (100 x 7) + (400 + 350 + 600) = 2,050 INCREM UNITS = 2,050 – 1,000 = 1,050

6. BEST PRACTICES: Trade Promotions CORRECT METRICS: CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCAN DATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATION AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION LIFTMODELS LIFT CONSUMERUNITS CFS INCREMENTALFACTOR ROI 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 00% 20% 40% 60% 100% 80% Bertolli Classico Ragu Prego Barilla BaseU IncremU IncremFactor Pasta Sauce Sales Pasta Sauce Sales Productivity EXECUTION: OBJECTIVE: IMPROVE PROFITS – RETAILER AND MFR MARGINPOOLING SELF-DEFEATING BARRIERS: RETAILER AND MFR ARBITRAGE OPPORTUNITY CONDITION 6

7. BEST PRACTICES: Trade Promotions CORRECT METRICS: CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCAN DATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATION AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION LIFTMODELS ROI LIFT CONSUMERUNITS CFS INCREMENTALFACTOR Wk4 Wk5 Wk8 Wk9 Wk10 BaseUnit Wk6 Wk7 ActualUnit Weekly SalesUnits Wk1 Wk2 Wk3 Base Units =100/Wk 400 350 600 EXECUTION: OBJECTIVE: IMPROVE PROFITS – RETAILER AND MFR MARGINPOOLING SELF-DEFEATING BARRIERS: RETAILER AND MFR ARBITRAGE OPPORTUNITY CONDITION  If Internal Margin > 42%, then event isprofitable (1/2.4) 7 ROI = Increm CFS / Increm Spend$  Set internal ROI Objective as a function of margin%  Metric can be used and shared by salesmanagers  Easily communicated (“need x$ for every $1spent) EXAMPLE  Assume Total cost of 3 Events is$1,500  ROI = ($3.50 x 1,050) / $1,500 = $3,675 / $1,500 = 2.4

8. BEST PRACTICES: Trade Promotions CORRECT METRICS: LIFT CONSUMERUNITS CFS INCREMENTALFACTOR ROI CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCAN DATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATOIN AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION LIFTMODELS EXECUTION: Accuracy of Baseline Sales estimate is critical. TABS AccuBase™ is extendable to all retailers and countrieswith Huge over ship potential OBJECTIVE: IMPROVE PROFITS – RETAILER AND MFR MARGINPOOLING SELF-DEFEATING BARRIERS: RETAILER AND MFR ARBITRAGE OPPORTUNITY CONDITION scan data (e.g. TRU, Home Depot) 8

9. BEST PRACTICES: Trade Promotions LIFT CONSUMERUNITS CFS INCREMENTALFACTOR ROI CORRECT METRICS: CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCANDATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATION AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION LIFTMODELS C# 0409724 6% Base Coop Minimum Fund $123,264 $12,772 C# 0409724 6% Base Coop Minimum Fund $123,264 $12,772 C# 0409722 1.20% Loyalty Card Program Minimum Fund $31,316 $2,214 C#0441392 Ad 6/29-7/7/12 scan $1.71 .2 oz 6,963 $12,394 C#0441392 Ad 6/29-7/7/12 scan $1.71 Itchy .2 oz 4,977 $1,129 C#0441392 Ad 6/29-7/7/12 scan $1.71 1 oz 2,419 $4,629 C#0441392 Ad 6/29-7/7/12 scan $1.71 contact .2 oz 3,040 $2,411 C#0441392 Ad 6/29-7/7/12 scan $1.71 Cool Red .2 oz 2,179 $2,325 C#0441392 Ad 6/29-7/7/12 scan $1.71 Complete .2 oz 2,271 $4,042 C#0441392 Ad 6/29-7/7/12 scan $1.71 Max .2 oz 6,699 $11,924 C#0441392 Ad 6/29-7/7/12 scan $1.71 Triple .2 oz 4,992 $1,113 C# 04097246% Base Coop Minimum Fund$123,264 $12,772 C# 04097246% Base Coop Minimum Fund$123,264 $12,772 C# 0409722 1.20% Loyalty Card Program Minimum Fund $31,316 $2,214 C#0441392 Ad 6/29-7/7/12 scan $1.71 .2 oz 6,963 $12,394 C#0441392 Ad 6/29-7/7/12 scan $1.71 Itchy .2 oz 4,977 $1,129 C#0441392 Ad 6/29-7/7/12 scan $1.71 1 oz 2,419 $4,629 C#0441392 Ad 6/29-7/7/12 scan $1.71 contact .2 oz 3,040 $2,411 C#0441392 Ad 6/29-7/7/12 scan $1.71 Cool Red .2 oz 2,179 $2,325 C#0441392 Ad 6/29-7/7/12 scan $1.71 Complete .2 oz 2,271 $4,042 C#0441392 Ad 6/29-7/7/12 scan $1.71 Max .2 oz 6,699 $11,924 C#0441392 Ad 6/29-7/7/12 scan $1.71 Triple .2 oz 4,992 $1,113 Spending Data: WE07/07/12 Ad Data: WE07/05/12 Syndicated Data: WE 07/08/12 Is TPI Software essential for Promotional Evaluation?  Short-Term: NO  Long-Term: YES EXECUTION: OBJECTIVE: IMPROVE PROFITS – RETAILER AND MFR MARGINPOOLING SELF-DEFEATING BARRIERS: RETAILER AND MFR ARBITRAGE OPPORTUNITY CONDITION 9

10. BEST PRACTICES: Trade Promotions CORRECT METRICS: CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCAN DATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATION AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION LIFTMODELS LIFT CONSUMERUNITS CFS INCREMENTALFACTOR ROI TPI = Trade Promotion Implementation TPM = Trade Promotion Measurement TPB = Trade Promotion Best Practices TPP = Trade Promotion Planning TPO = Trade Promotion Revised New Flow TPM = Trade Promotion Measurement TPB = Trade Promotion Best Practices TPP = Trade Promotion Planning TPO = Trade Promotion Optimization TPI = Trade Promotion Optimization ImplementationEXECUTION: OBJECTIVE: IMPROVE PROFITS – RETAILER AND MFR MARGINPOOLING SELF-DEFEATING BARRIERS: RETAILER AND MFR ARBITRAGE OPPORTUNITY CONDITION 10

11. BEST PRACTICES: Trade Promotions LIFT CONSUMERUNITS CFS INCREMENTALFACTOR ROI CORRECT METRICS: CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCAN DATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATION AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION LIGHTNING ROUND ON TACTICALRECOMMENDATIONS LIFTMODELS EXECUTION: OBJECTIVE: IMPROVE PROFITS – RETAILER AND MFR MARGINPOOLING SELF-DEFEATING BARRIERS: RETAILER AND MFR ARBITRAGE OPPORTUNITY CONDITION  Deeper, fewer deals always better thanfrequent, moderatedeals. 11  Except for Consumables, Displays without pricing rarely are worth the effort orexpense.  Bonus Packs rarely work; nor do ConsumerPremium offers.  BOGO or B2G1F Packs are usual winners  Shoppers that use loyalty cards for deals are among the most disloyal of anyshopper.  They are very heavy buyers of mostcategories, though.  In order of effectiveness, best way to maximizelift:  % Off  BOGO  Net Price afterFSI  $ Savings  Multiple purchase requirements (impairslift)  B2G50 (Gimmick, worse than 25%Off)

12. BEST PRACTICES: Trade Promotions LIFT CONSUMERUNITS CFS INCREMENTALFACTOR ROI CORRECT METRICS: CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCAN DATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATION AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION 1,000 1,500 2,000 3,000 LASTYEAR THISYEAR 0 1,000 2,000 3,000 4,000 5,000 BaseU IncremU Distribution Accelerates IncrementalSales +1,000 +500 NO SOUND BUSINESS REASON FOR LIVE ACCRUAL  Hard tomanage  Distortionary pull-forwardeffects LIFTMODELS EXECUTION: OBJECTIVE: IMPROVE PROFITS – RETAILER AND MFR MARGINPOOLING SELF-DEFEATING BARRIERS: RETAILER AND MFR ARBITRAGE OPPORTUNITY CONDITION 12  Prior year accrual dramatically reduces year-end surprises.

13. BEST PRACTICES: Trade Promotions CORRECT METRICS: LIFT CONSUMERUNITS CFS INCREMENTALFACTOR ROI CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCAN DATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATION AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION LIFTMODELS EXECUTION: OBJECTIVE : “MAKE MORE,” NOT “SPENDLESS”  1 v  d 1g x /x d p /p    B  F  C   D P C Assuming perfect, symmetric information, Mfr shareof VARIABLES α = Share of discount subsidy paid for by vendor. g = lift in terms of multiple of baselineunit d = discount percentage v = Marginal cost as % of RetailPrice D = Consumer Discount inDollars F = Factory Price to retailer C = Marginal Cost of Goods P = Retail Price(everyday) Promotional Price Elasticity (aka Lift) Marginal Cost of Goods. Assymetricinformation MARGIN POOLING MARGINPOOLING SELF-DEFEATING BARRIERS: MFR and RETAILER ARBITRAGE OPPORTUNITY CONDITION discount subsidy equal to their share of valuechain 13

14. BEST PRACTICES: Trade Promotions LIFT CONSUMERUNITS CFS INCREMENTAL FACTOR ROI CORRECT METRICS: CORRECT MEASUREMENT: RETAIL SALES, NOT SHIPMENTS EVENT WEEKSONLY ACCUBASE QUALITATIVE INFO; NOT QUANTITATIVE CORRECT DATAHARMONIZATION: BRAND SIZE STRUCTURE GEOGRAPHY HIERARCHY WEEK ENDINGDATES SPENDING > AD IMAGE > SCAN DATA SPENDINGINFORMATION TACTICS: OBSESSION WITH DISPLAYS INEFFECTIVE PROMOTION PACKS “DIS”-LOYALTYCARDS DISCOUNT COMMUNICATION AND GIMMICKS PROMOTIONALFREQUENCY PLANNING: TOP DOWN: TRENDBASED BASE AND INCREMENTALCONSTRUCT PRIOR YEARACCRUAL RECONCILIATION AND SPREADING ALGORITHM THE ROLE OF DISTRIBUTION LIFTMODELS EXECUTION: OBJECTIVE : “MAKE MORE,” NOT “SPENDLESS” LIGHTNING ROUND ON SELF-DEFEATING BARRIERS MARGINPOOLING SELF-DEFEATING BARRIERS: RETAILER AND MFR ARBITRAGE OPPORTUNITY CONDITION 14 MANUFACTURER  Trade Spend inherently bad (flawedparadigms)  “Me” orientation  TPI-bias  Displayobsession  $100MM Brand Threshold – HBC (~$50MM Food) RETAILER  Inflexible marginrequirements  Automaticdeductions  Total vs. Incremental Ad Block dollars(“Kitchen-Sink” Ads)  “Loyalty-card only”strategies

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