The trade marketing dimension

Where is my profitable future sales volume? Which selling channel or retailer has my brand-building target customer; will they offer me collaborative opportunities? Three simple questions: the basis of Trade Marketing.

Trade Marketing is a timely book by two authors combining twenty years’ experience. A valuable addition to the professional literature where almost nothing concrete has yet been written on this topic. Sweeping revolutions changed the shoppers’ landscape forever: retailers grow super-sized, their store labels muscling famous brands off the shelf; busy consumers turn unpredictable, zapping through new
channels in search of value and convenience. The consumer goods industry saw traditional marketing become less effective without a Trade Marketing approach to meet these challenges.

This book describes the changes to the retail landscape in a broad yet personal way. It answers why Trade Marketing is the solution, how it works, and offers a Trade Marketing Planning Process model.
The reader is initiated in a simple yet effective three-dimensional model that uses economic, target group and collaborative values in identifying sales volumes and profits of the future. Moving from strategy to tactics, it provides a complete range of business cases and handy step-by-step manual, making this book of real practical value to anyone involved in Trade Marketing.