Trade Promotion Management

Future success at retail will require brands to “unlearn” some traditional TPM practices.

State of Transformation: Making the pivot to digital.

An overview of trends in trade promotion management in 2017.

Chobani's Peter McGuinness was recognized for his accomplishments in building brand strategy, marketing innovation, experiential programs, digital/social outreach, public relations and a media-grabbing retail cafe.

Consumer goods organizations can no longer be effective operating in strong functional silos.

Adopting a new pricing platform helped General Mills empower the "everyday users" of the sales force with flexible, account-specific analytics.

Misalignment on "what good looks like" is hindering the drive toward greater value for trade promotion activity.

Although digital disruptors would seem to have the edge in the current marketplace, traditional consumer goods companies still have their own set of advantages to draw upon.