ATLANTA -- Unless brand marketers can provide supermarkets with incentives to curb forward buying and diverting, efficient promotion is likely to remain an unrealized goal of Efficient Consumer Response. Efficient promotion is "absolutely critical" to the success of the ECR initiative, according to consultant J. Mark Harran. "The forward-buy phenomenon impedes ECR attainment. It must change, otherwise efficient promotion becomes an oxymoron," he said. Harran, who retired Dec. 31 as senior ...

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