BOSTON, MA (MARKET WIRE) Aberdeen, a Harte-Hanks Company (NYSE: HHS), surveyed more than 100 enterprises in July 2008 to determine the extent of coordination required between manufacturers and retailers towards building cogent and coherent trade promotion management (TPM) processes. The research revealed 65% of manufacturers currently use a combination of legacy trade promotion systems and home-grown trade marketing processes that lack collaborative tools or customer analytics related feature/functionality for using shopper insights to develop optimized trade promotions. These collaborative data sharing, planning and ...
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