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Take Back Control of the Purchase

By: Rick Roth on September 03, 2007

The retail trade seems to enjoy more control over the fate of a brand with each passing day. Years ago, my clients knew exactly what they wanted from in-store, demanded a certain level of performance and got it. Today, there is one brand major retailers such as Wal-Mart, Costco, Best Buy, Target and Safeway care most about -- their own.