NHMA: RELATIONSHIPS MUST BACK TECHNOLOGY

CHICAGO -- A mastery of information technology may be critical to the process of bringing products to market, but its effectiveness can be severely limited if the brand marketer doesn't get its retailer relationships right.This point of view informs recent efforts by the National Housewares Manufacturers Association to develop what it calls its "Great Performance Alliances" initiative. GPA was a central

CHICAGO -- A mastery of information technology may be critical to the process of bringing products to market, but its effectiveness can be severely limited if the brand marketer doesn't get its retailer relationships right.

This point of view informs recent efforts by the National Housewares Manufacturers Association to develop what it calls its "Great Performance Alliances" initiative. GPA was a central theme at the NHMA's International Housewares Show here last month.

"By no

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