| Comparison |
Trade marketing |
ECR |
Category management |
| Common ideas |
Cooperation retailer-supplier |
Cooperation retailer-supplier |
Cooperation retailer-supplier |
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|
|
|
| Similarities |
Consumer satisfaction is implicit |
Consumer satisfaction is explicit |
Consumer satisfaction is explicit |
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| Differences |
Limited cooperation and focus on the relationship with retailer.No references to achieving economies and efficiencies.No references to the purchasing function. |
Broader than trade marketing and category managementPretends to achieve economies and efficiencies.Limited references to the purchasing function. |
Involves managing product categories (ECR does not)Pretends to achieve economies and efficiencies.Extended purchasing function. |
