When in the course of events it became necessary for brand marketers and supermarkets to work together for the common good of their industry, people of vision on both sides joined to establish a new framework for supplier-retailer relations and business practices. With the advantage of a full two years of hindsight, that collaboration -- Efficient Consumer Response -- may be viewed as a "declaration of interdependence" by the total grocery industry. As the results of a major SN/Brand ...

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