THE INVISIBLE ECONOMY OF CONSUMER ENGAGEMENT: Uncovering, Defining and Optimizing the Ocean of Trade Promotion and Channel Incentives Money That Drives Consumer Engagement

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...