Trade promotions: A call for a more rational approach

Zerrillo, P C and lacobucci, D (1995) Trade promotions: A call for a more rational approach. Business Horizons, 38 (4). 69 - 76.

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Power retailers have come to dominate the retail competition in recent years. A new class of merchants, they not only have begun to rule their tier of the channel, but they are also e:<erting tremendous influence over their suppliers. Nowhere is this more evident than in the packaged goods industry, where retailers have l teen able to demand trade deals from manufacturers previously believed to rule the distributive trade with an iron hand. Manufacturers ha tie responded by engaging in what seems to be 3 neyer-ending escalations of promotional and price allowances aimed at buying their way onto the retailers’ shelves.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
Zerrillo, P C
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of The University of Texas at Austin.
Uncontrolled Keywords: Trade promotion, Retailers, Manufacturers
Subjects: Marketing
Depositing User: Ilayaraja M
Date Deposited: 16 Jul 2019 19:42
Last Modified: 16 Jul 2019 19:42
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