Relationship Dynamics in Promotions Management
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Trade promotions are an integral feature of the retail shopping experience in what is an extremely competitive environment. This report identifies the various approaches at both a strategic and a tactical level employed by manufacturers to achieve their desired promotions demand management improvements.
- primary research surveys collect opinion from multinational manufacturers, retailers and 3PLs;
- barriers to improvement are analysed from a strategic and tactical perspective;
- areas in which 3PL involvement would be welcomed are identified.