Schering-Plough Consumer Healthcare aims to maintain the loyalty of shoppers by developing special promotions for them with the help of retail partners. As part of the process, the firm wants to take trade relationships beyond transactional conversations about price to a higher level discussion about total value to the shopper. What do you think of Schering-Plough's push to work closer with retailers on "the last 10 feet of the marketing plan"?

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