The most amazing thing about Efficient Consumer Response is not the willingness to re-evaluate nonlevel playing fields, street money, forward buying, diverting and other such assault weapons of trade relations. Wal-Mart gave the supermarket industry no choice. No, the most amazing thing about ECR is how quickly it has been embraced. For clear-thinking marketers and distributors, it has simply become the way to conduct business in the 1990s. Those "doing" ECR will survive and prosper; those ...

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