Retailers need to make several sets of strategic decisions before choosing which promotions to feature in their stores. The most important choice may be whether to go with an account-specific program or to engage in a co-marketing promotion. Account-specific marketing is usually presented to retailers by the supplier, as a list of options to be tailored to the retailer's marketing needs. Such programs are often tied to a short-term sales goal. A co-marketing promotion, on the other hand, ...
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