Trade Promotion Marketing

by Bob Houk

Trade Promotion Marketing is an excellent tool for anyone interested in getting an inside look into promotional marketing. The central message of the book is the importance of goals and measurement. If your program does not have clearly defined goals, and if you are not measuring their success, then the odds are that they are accomplishing little or nothing. The book contains chapters detailing a step-by-step process on how to improve and revise your company’s trade promotion program. Some of the steps include: Performing an external market analysis: What are the channels of distribution? Defining program objectives: Figuring out where you want to be and how to get from here to there. Establishing a budget: What’s it going to cost and who’s going to pay for it? Selling it: Who needs to buy in for it to be successful? Administrating: Establishing administrative procedures.

121 pages, Paperback

First published July 1, 2006