All roads lead to Rome, as the expression goes, but for consumer goods companies all roads lead to the retailer -- the consumer goods company's customer.
During a pleasant cocktail reception at a users conference in Phoenix, I was shooting the breeze with an elite consumer goods crowd that was eager to learn more about trade promotions.
I love a good case study as much as the next person but I sometimes forget that underneath all of the technology, best practices and consolidation lies the beating heart of a shrewd accountant.
