RETHINKING THE FUNDAMENTALS

Wholesalers must look inward, as well as outward, to take best advantage of the industry's Efficient Consumer Response initiative.The opportunity for wholesalers to play an even more vital role in the industry under ECR and provide a host of new services, ranging from electronic marketing programs to advanced inventory management systems, is considerable.But wholesalers also face immense challenges.

Wholesalers must look inward, as well as outward, to take best advantage of the industry's Efficient Consumer Response initiative.

The opportunity for wholesalers to play an even more vital role in the industry under ECR and provide a host of new services, ranging from electronic marketing programs to advanced inventory management systems, is considerable.

But wholesalers also face immense challenges. Carving out an expanded and profitable niche in the age of ECR will not be e

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