Forget D-I-Y. For increasing numbers of fast-moving consumer goods companies, the way to go to market is through third-party merchandisers, firms that provide the necessary flexibility and running power to execute in-store tasks once handled by the direct field sales force. Do-it-yourself field execution, many brand marketers are learning, often proves out to be more expensive and significantly less effective compared with out-sourcing those tasks to third-party service providers. "Right ...

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