Abstract
A recent trend affecting the distributive chain in the food industry which has become more prominent is discussed. As retailers increasingly control the marketing of products, the role of the manufacturer is reduced. Recent research at Cardiff Business School into the changes in marketing strategies found significant, long‐term implications for strategists. The roles and operations of retailers' marketing departments and chief marketing executives are described and assessed, as well as the company relationship with manufacturers. Models for retailer marketing strategies are put forward.
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