In a rapidly changing world, nothing is changing as fast as
retailing. Technology has almost made stores obsolete. Retailers
must understand the complete marketing framework and mix. The old
adage "plan your work and work your plan" applies to the
development of marketing plans, especially in the pursuit of
company-wide understanding, excitement and collaboration. The
marketer's most challenging problem is not being more creative than
competitors; rather, the most challenging problem is to get over
the internal hurdles within a...