The message of integrated marketing strategy between Wal-Mart and its suppliers isn't entirely new, but does highlight a greater effort by Wal-Mart to push its suppliers
into co-marketing. "Theme integration is a must," Andrews says. "You're going to hear that again if you haven't already."
Wal-Mart intends to cut down on the individual messaging of thousands of suppliers to focus on one clean and very clear message: "What can you expect from us? Complete integration from the shelf forward." And what does Wal-Mart expect from suppliers? "Alignment with our programs," he says.
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