Promotions in one form or another, play an important part in the retail
marketing mix. However, the Demand Side Steering Committee of ECR Europe
are conscious that both retailers and manufacturers are increasingly
questioning the whole issue of promotions. They are often perceived as
being difficult to plan, expensive to execute and complicated to
evaluate both for the retailer and the manufacturer. This reports
focuses on the way manufacturers and retailers can devise better
Promotion Tactics to improve the effectiveness of their promotions.