Faster Moving Consumer Goods from Sales, Marketing and Supply Chain Zynergy
There are many books on academic marketing strategy. This is not one of them.
So a strategic approach to the tactical necessities faced by every company, every year.
In his foreword Professor Andrew Fearne from the Centre for Value Chain research said
“I hope this book will serve as a timely reminder of the alternatives to price promotions, and the barriers manufacturers and retailers must overcome in order to make promotions a viable long term business strategy”
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