It's a chicken-and-egg puzzle. Do efficient promotions engender Efficient Consumer Response perfection? Or do streamlined promotions hatch from a mastery of the other components of ECR? The ECR architects say the biggest share of potential cost savings -- an estimated $11 billion -- lies in the elimination of damaging promotion practices, specifically those that lead to forward buying and diverting. Brand marketers say they are pursuing the efficient promotion payoff through activities in ...

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