Trade marketing is an increasingly important discipline in consumer packaged-goods firms throughout the United States. Some of these departments have been successful, others are flailing away. Why? In our analysis of successful organizations, we've identified five critical success factors that should help answer this question. 1. CLEAR VISION/SENIOR MANAGEMENT BUY-IN: There must be a clear trade marketing charter, understood by all key disciplines within the organization. I can't tell you ...

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