There's no doubt about it. The key to successful local marketing is that the promotions must be relevant to the retailer, and properly executed. Recognizing differences in today's local marketplaces, manufacturers know that they must support local retail partnerships. The reality, however, is that true local support is the exception, not the rule. Manufacturers don't have the manpower to execute numerous local promotions at the store level. As a result, marketers still think nationally. ...

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