Marketing in UK retailing: PART 2 Available to Purchase

In the last issue of RDM Nigel Piercy discussed the general findings of a survey of the operation of the Marketing Department in major UK retail companies, focussing on the emergence of a role for retailer marketing. This second article considers the rather different types of Marketing Department found in the survey, and the relationship between the type of Marketing Department and the strategies adopted by retailers in their relationships with suppliers.