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March 2003
The Store is the New Marketing Platform
Emerging Trends in Retail Marketing
by Willard R. Bishop Jr.
The individual store has become the most effective place to connect to consumers and deliver the brand messages that increase sales. Leading-edge consumer packaged goods (CPG) manufacturers and retailers are partnering effectively to deliver "live, in-store commercials" that significantly increase sales and enhance the brand equity of both manufacturers and retailers. This trend will mature, endure, and significantly impact the consumer products manufacturing and retailing industries. It also re...
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