L. Thomassen – Retailization

Welcome to the age of the retailer. With annual revenues of $60 billion, Procter && Gamble is the largest brand manufacturer in the world, yet its proceeds are dwarfed by Wal-Mart s $285 billion in annual revenue. Brands no longer control the market they are at the mercy of retailers. Retailization illustrates how brand power is slowly and inexorably being replaced by retailer power. Many brands, though, lack the tools needed to prevent them becoming trapped between massive, glo