When I joined Tesco (then a struggling U.K. supermarket chain) as a young marketer, retail was at best a marketing outpost. For a career in marketing you were supposed to join the likes of Procter & Gamble or Unilever. I remember my family and friends thinking I was crazy to join them. However, as it turned out, the marketing challenges I encountered in retail are faced by every marketer today. For a start, I soon learned that a retail brand is not created through advertising, but by the ...

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