In Mediapost: Takes a look at a Booz & Company Study:
" ... The big challenge, concluded Booz, is for manufacturers to “better engage retail partners in the development and execution of shopper solutions that deliver added value beyond price reductions.” Those that are successful, Booz said, “will earn the right to win their categories.”ROI measurement results are often inconsistent, the survey found. Most of the respondents indicated that they measure brand sales lift half the time or less from such programs, while share gain results and brand health impact were measured even less.... "
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