In the chapter, it was suggested that large retailers like Walmart are assuming greater power in today's

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In the chapter, it was suggested that large retailers like Walmart are assuming greater power in today's marketplace. What factors contribute to retailers' increasing power? Explain the connection between merchandise allowances and slotting fees and the growth in retail power.
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Advertising and Integrated Brand Promotion

ISBN: 978-0538473323

6th edition

Authors: Thomas O'Guinn, Chris Allen, Richard Semenik

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