Neal, Carolyn Pollard
April 1996
Marketing Management;Spring96, Vol. 5 Issue 1, p1
The article introduces a series of papers about marketing. In the lead article Replacement Marketing, authors Steven Cristol and Peter Sealey contend that people are suffering from too much consumer choice. Already saturated with brand and product proliferation, consumers are confronted with complex loyalty-buying programs by marketers looking for one more way to gain that competitive edge. Instead of adding to the problem, companies should opt for one of the 4Rs of replacement marketing: replace, reposition, repackage or replenish. Staying in touch with their consumers is a core strategy at BellSouth. In an interview with senior vice president Bill Reddersen, he talks about developing strategies for an industry where the pace of change is never ending. In the article Beyond Teamwork: How the Wide Can Synchronize, author Frank Cespedes points out that improvements in production quality and time to market are meaningless of everyone is not on the same page. It is more than just setting up multifunctional teams that may or may not have the appropriate skills and relationships to do the job. Convenience and value will separate the successful retailer from the also-rans, observes author Len Berry in the paper Retailers With a Future.


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