For manufacturers, the overarching goal of trade promotions is to increase sales of their brand. For retailers, however, their goal(s) is(are) to

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For manufacturers, the overarching goal of trade promotions is to increase sales of their brand. For retailers, however, their goals are to increase the market share of their retail store, boost sales of a product category, and stock the brands with the highest consumer demand.

For Manufacturers, the Overarching Goal of Trade Promotions Is to Increase