PHYSICAL DISTRIBUTION AND THE CO˜OP

In the past, manufacturers and retailers have tended to pursue their own objectives rather too narrowly, sometimes to their own mutual disadvantage, and certainly to the disadvantage of the consumer. What follows is a slightly shortened version of a speech recently delivered by Sir Arthur Sugden to the Marketing Society, in which he calls upon manufacturers and retailers to become partners in distribution so that with the benefits of increased understanding and more coherent planning, they can begin to rationalise their enterprise and cut their costs