consumer marketing

consumer goods

The high cost of failure to align trade and consumer marketing

Rob Hand

In consumer packaged goods (CPG), politics and skepticism frequently derail efforts to unify, consolidate, and share data, intelligence, and insights between corporate marketing responsible for ecommerce and direct-to-consumer promotions and sales organizations that drive and execute trade promotion.  The risks to the CPG company, the retailers, and ultimately the consumer engagement are too high to ignore any longer.

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