Acknowledgments

Our book is based on the unique perspectives we gained from experience in the nonprofit world, where you can see firsthand how an entire industry functions and how various companies approach their business differently, and from the for-profit world, with direct experience in multiple shareholder settings—retail, brand, and supply side.

We are indebted to the work with our colleagues at POPAI—The Global Association for Marketing at Retail, whose preliminary studies of our industry informed some of our judgments and, at the same time, made clear the need for this book. We especially acknowledge the POPAI Board of Directors who recognized and acted upon the need for much more research for the medium over a decade ago.

It has been ...

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