Since the mid 90s, the increasing importance of marketing has been observed in the big companies of the retail sector … exploitation of the marketing function and its implementation: the marketing function is not only a subject for the marketing …

From the 90’s onwards, retailers’ marketing resources have been mainly developed through the recruitment of qualified … marketing competency relies less on the resources than on the dynamic capabilities that retailers can create. The process is …, notably through to the management of product categories. However, a stronger development of marketing competencies by …