Retailers and national-brand marketers are finding mutually beneficial ways to co-promote their products
After years of quiet cohabitation on the shelf, the success of private labels has given way to competitive tension between retailers and national-brand marketers. But rather than wage war over category share, trading partners have begun to develop plans to jointly promote their products. Many are discovering creative ways to reap rewards that would be unattainable without the other's help. “What the national-brand marketer gets is excellent merchandising support, because the retailer has ...
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