THE INVISIBLE ECONOMY OF CONSUMER ENGAGEMENT: Uncovering, Defining and Optimizing the Ocean of Trade Promotion and Channel Incentives Money That Drives Consumer Engagement

Everything you need to know about trade promotion management / revenue growth management. The author covers every aspect of this important discipline. Particularly I liked the concept of how trade Marketing is ultimately about consumer engagement.

MUST READ for anyone working in the Trade Promotion area and wanting to optimize the spend. Rob Hand's expertise including historical perspectives are unmatched in the world.

Great read and very insightful. Would recommend anyone looking to expand their knowledge on trade promotion.

Most people have little understanding of the process of trade promotion, but it's about everything you buy - everything! Rob Hand provides a complete view of how consumer goods companies go to market and the amazing amount of money that is spent on retail promotions. I love that he not only covers the genesis of consumer channel promotion, but also shows how companies can improve the value of this money for both the supplier and the retailer. A must read if you have any part of the world of consumer goods. Smart and fun to read! I learned more than all of my college marketing and advertising classes combined!

This book answers all of the questions anyone has around the entire scope of trade promotion, co-op advertising and promotion optimization. The straightforward tone and experience Mr. Hand uses in this book is the right kind of intelligence for anyone and any company that wants to increase the value of their trade promotion and co-op spending.

Rob, thank you so much for your super job of summarizing how to improve the processes and efficiency of trade promotion. I am so pleased that you have written this excellent book - it's very helpful.

Rob’s book is a great learning tool for those venturing into the trade promotions industry. There are many useful tips that allow you to promote goods with a view from the consumer’s side. This is a must read!

Well done, will definitely recommend to others.