Trade Promotion Marketing

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. Trade Promotion Marketing by industry expert Bob Houk contains 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: Determining 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?