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Know Your Shoppers (Collection) by Richard Hammond, Herb Sorensen

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9Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets

The research and insights of this book were tested in the crucible of the supermarket aisle, but we turn now to an experienced retailer to reflect more deeply on how these approaches can be put into action. In this closing interview, Mark Heckman, vice president of marketing of Marsh Supermarkets, discusses how he took the insights of the book into the trenches of retail. Marsh, which was the first grocery store in the world to use electronic scanners to ring up purchases, operates more than 100 supermarkets in Indiana and Ohio.

What are the most important things to keep in mind when implementing changes in the retail format, such as those described ...

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