CAMBRIDGE, Mass. -- Many companies stumble trying to take the giant step from trade spending management to a true trade marketing function. To manage through this transition successfully, brand marketers must accord "big project status" to the activity and put a high importance on skill training, said Ric Ellis, vice president of trade marketing for Borden, Columbus, Ohio. "This is not a one-person decision," Ellis said. "It takes money, time, resources -- you need a commitment against it. ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Why Register for FREE?
Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick. What are you waiting for! In addition you will also receive complimentary access to the SN salary survey data tables.
Attention Paid Print Subscribers: While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.