TAMPA, Fla. -- A cross-merchandising promotion needs to make sense and be easily executed to succeed, according to an executive with a leading snack company. "From the intuitive sense, you have to make sure that the brands are compatible and complementary. They really have to go with one another in order for the promotion to be a success," said Donald G. Smith, director of business development at Planters Co., the Winston-Salem, N.C.-based subsidiary of Nabisco Foods Group. Smith spoke in ...
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