"It's the consumer, stupid." That's how consultant Wendy Liebmann half-jokingly responded when I asked her to sum up the new study from the General Merchandise Distributors Council Educational Foundation, New York. ("The Heart of Retail," SN, Sept. 6, 2004.) On the surface, "Leveraging the Synergy of Pharmacy in the Whole Store" seems to be mainly about creating promotions that link related products to prescription purchases, something akin to the Holy Grail of in-store pharmacy strategies. ...

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