SHIFT TO MARKETING SEEN FOR RETAILERS

CHICAGO -- Supermarket retailers are no longer listening to the time-honored advice of brand marketers to help them deal with increased competition, said Donald Irion, president of RMS.The traditional advice of sales reps or brokers, he said, is, "Our brand increases customer counts and sales, so trust us. We know what's good for you. We'll even manage the category for you." Said Irion: "Our client's

CHICAGO -- Supermarket retailers are no longer listening to the time-honored advice of brand marketers to help them deal with increased competition, said Donald Irion, president of RMS.

The traditional advice of sales reps or brokers, he said, is, "Our brand increases customer counts and sales, so trust us. We know what's good for you. We'll even manage the category for you." Said Irion: "Our client's reaction is, 'That's not getting it done anymore.' "

Instead, supermarket re

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