With all the talk about Efficient Consumer Response, and the committees, and the studies, and the press, you'd think more people would understand what ECR is! I was amazed, sitting in an ECR session at the Food Marketing Institute convention earlier this month, to hear a president of a large chain ask, "Are ECR and category management the same thing?" The answer, by the way, is "No!" -- but I don't blame that president for not understanding the answer. The problem is that we keep talking ...

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