A new book by a consumer goods veteran is tackling today’s modern trade promotion landscape.
“The Invisible Economy of Consumer Engagement,” written by Rob Hand and published by HPM TradeScope Press, seeks to provide an in-depth look at trade promotion and co-op advertising across all sectors of the consumer products industry.
In addition to case studies illustrating funding and budgeting, promotion and demand planning, retail execution, settlement and performance analytics, the book offers solutions to such challenges as poor data, out-of-stock conditions, promotional execution compliance failure, and the lack of effective collaborative planning between sales and marketing.
In writing the book, Hand said his goal was to both detail the problems and factors resulting in poor promotion spending performance, as well as provide a road map for companies to improve their trade promotion ROI.
“With the emphasis on revenue growth across all of consumer products today, the optimization of trade promotion, pricing, retail execution, and product assortment planning has to be a central function and core competency within any corporate revenue growth management organization,” he said in a statement.
It’s currently available at Barnes & Noble, Amazon and other booksellers.