The Trade Marketing Dimension was written for commercial professionals in the Consumer Goods industry, their retailer-counterparts and others in the chain, as well as academicians; a must for those who need a practical and realistic marketing model in planning their business targets. Where is my profitable sales volume? Which selling channel or retailer has my brand-building target customer, and will they offer me collaborative opportunities? Three simple questions: the basis of Trade Marketing. The Trade Marketing Dimension is a most timely book, brainchild of two trade marketers combining 20 years' experience sailing in channels where consumer goods move. It tells of the sweeping revolutions changing the retail landscape forever: retailers grow super-sized, their store labels muscling famous brands off the shelf; busy shoppers turning unpredictable, zapping through new channels in search of value and convenience. About the authors : Ron Cijs : Experienced retail consultant, column writer, lecturer and co-founder of the Dutch Trade Marketing Association. Ron Cijs is Director Strategy of Pluspoint, a retail strategy and communication agency. Herwin van den Berg A longstanding marketing professional swith national and international experience, Herwin van den Berg was proclaimed 'Marketeer of the Year' in 2007 based on his outstanding Trade Marketing & Marketing Concepts. The former Marketing Director at Heineken Netherlands recently joined BST Company as a Managing Partner, where his own brands and investments are keeping him busy. ContentPreface Introduction: The Trade Marketing Dimension in 2010 Chapter 1 It All Starts with the Consumer Chapter 2 The Retail Landscape Chapter 3 Technology and the Future of Retail Chapter 4 The New Route to Market Chapter 5 Trade Marketing in Perspective Chapter 6 Trade Marketing Defined Chapter 7 Different Need, Different Speed! Chapter 8 Channel Activation Chapter 9 Trade Marketing and the Organization Chapter 10 User's Manual - Trade Marketing Planning Process Conclusion Notes Bibliography Trade Marketing Terminology Companies Contributing to the Cases Index