Question

Topic: Student Questions

Trade Marketing Structure

Posted by Anonymous on 1/4/2013 at 7:27 AM ET 25 Points
Hi!

I am a Master Degree Student at FIA, from Brazil. I am looking for information about Trade Marketing. I have found very difficult to find books or archives about it.

This is new area at companies in Brazil, so I would like to talk about Critical Success Factors to find when we are implementation a trade marketing area.

I really appreciate if you could help me.

Best Regards!

Adriana Rocha
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RESPONSES

  • Posted by Jay Hamilton-Roth on 1/4/2013 at 5:37 PM Accepted
    Have you looked at: Performance Measurement with the Balanced Scorecard:
    A Practical Approach to Implementation Within SMEs (Biazzo) or Market-Led Strategic Change (Piercy)?
  • Posted by Peter (henna gaijin) on 1/6/2013 at 3:30 PM Accepted
    Here is some basic information about Trade Marketing: https://en.wikipedia.org/wiki/Trade_marketing
  • Posted on 1/7/2013 at 8:26 AM Accepted
    Oi Adriana!
    I m also studying the trade marketing industry in Brazil right now for a project that I have.
    Would love to connect with you and talk about what I found out. There is s really nice book that just came out last week:
    Trade Marketing - Pontos de Vista Expandidos
  • Posted on 1/7/2013 at 8:28 AM Member
    I dont think we can write to each other directly here but you can add me on skype at "carastella"
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