Details e-Book The Invisible Economy of Consumer Engagement: Uncovering, Defining and Optimizing the Ocean of Trade Promotion and Channel Incentives Money That Drive
🗸 Author(s): Robert L. Hand
🗸 Title: The Invisible Economy of Consumer Engagement: Uncovering, Defining and Optimizing the Ocean of Trade Promotion and Channel Incentives Money That Drive
🗸 Rating : 914 from 5 stars ( reviews)
🗸 Format ebook: PDF, EPUB, Kindle, Audio, HTML and MOBI
🗸 Supported Devices: Android, iOS, MacOS, PC and Amazon Kindle
Trade promotion spending is the second largest line item on a major consumer products company's financials, yet it continues to fail to generate positive ROI more than half of the time. This book provides a detailed road map for how to reverse that failure and achieve near-100% ROI with dramatically higher value consumer engagement.This is the first book to fully and comprehensively address the problems consumer products manufacturers and retailers have with breaking the cycle of failure of the hundreds of billions of dollars spent annually on trade channel promotions, negatively impacting revenue growth and consumer engagement. It changes the current business-to-business paradigm of thought and purpose to centering the consumer as the primary focal point and purpose for every promotion.The Invisible Economy of Consumer Engagement identifies the root causes resulting in failed promotions and offers a realistic and well-founded series of steps which must be taken to improve trade promotion fund management, account and promotion planning, channel promotion execution, and analysis. It is a realistic road map for the improvement of process, technology, data, and performance analysis of the huge amounts of money spent on retailer trade promotions. The book addresses the evolving technology of artificial intelligence-driven predictive and prescriptive analytics, advanced technology like the Internet of Things, blockchain, and how to improve the value, quality, and trustworthiness of all data. With interviews and statements from senior sales, marketing, finance, and IT executives from the world's top consumer goods companies and retailers, the author leverages his own industry-leading domain experiences to expose realistic issues, concerns, and problems that cause the failure of trade promotion. The book offers an intelligent array of insights and proven solutions that effectively accomplish strategic and tactical objectives of any consumer products company competing globally today.The Invisible Economy of Consumer Engagement is a must-read for anyone working at any level of a consumer products or retail company's marketing, sales, trade promotion, revenue growth management, supply chain, IT and financial organizations. It should also be required reading for university students studying these disciplines.
