A. WINTERS, ARTHUR / FINCHER WINTERS, PEGGY
Retailers of every type-speciality, department, discount, off-price, e-tail, deigener, manu-facturer, and shopping mall-now know that retail power is brand power. To maintain a unique competitive adfvantage, retail marketers must be proactive in the reinvention of their store-as-a-brand and their customer-as-a-brand. Bran empowerment is realized through an integration of innovative marketing and iunteractive communications that relies on knowledge of the customer´s heart and media mind.
