Trade promotions have become an important instrument in accomplishing supply chain objectives. The extensive use of trade promotions does not appear likely to fade in the immediate future. Results of a recent survey of independent grocery retailers are presented. The research examines the...

Focuses on ways in which channel co‐operation and co‐ordination can be improved and unnecessary dysfunctional conflict reduced. Maintains that the purpose herein is to provide a better understanding of power relationships in marketing channels so that the likelihood of positive outcomes is...