Packaged goods marketers seem to coin a hot new concept every couple of years. In the past, we've seen Direct Product Profit and everyday low price. This year's buzzwords are "partnering with the trade." However, when we discuss this "breakthrough concept" with our prospective clients, they often dismiss it with "big deal!" Partnering with the trade is a critical and vital answer to the crisis facing many packaged goods retailers trapped in the escalating cycle of allowances. However, the ...

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