With initiatives such as a wholesaler signmaking program, Anheuser-Busch has streamlined its P-O-P practices to be more efficient and responsive to distributor needs.
As the computer hardware market matures, product marketers are finding that they must simplify their P-O-P messages to reach an expanding customer base and work more closely with retailers to gain placement.
As marketers try to strengthen and broaden the appeal of their P-O-P programs, many have found that marketing partnerships can significantly intensify their in-store efforts.
