Focusing on marketing and selling fundamentals isn't as intellectually stimulating as the latest acronym for industry initiatives (ECR, etc.), but it delivers results and separates competitors. A back-to-basics approach allows manufacturers to build franchises with both consumers and customers. In last issue's Top-to-Top column, Cannondale's Jack Ryder identified four fundamentals for trade marketing success through the 1990s. Let's explore each of these in greater depth. Trade Spending: ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Why Register for FREE?
Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick. What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
Attention Paid Print Subscribers: While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.