Collaboration is key for in-store marketing

If the effectiveness of in-store marketing is to be maintained and the in-store arena is to unleash its commercial potential, retailers and brands have to understand how to integrate this environment into the communication planning process.

Your article “Waste not want not” (MW February 9) only adds fuel to the fire for the fight by marketers for in-store space, which is a shame as retailers and brands need to work together to make the most of the in-store environment.

Mark Fitzgerald

Publicis Blueprint

London W1

mw.editorial@centaur.co.uk include your home/business address

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