In a rapidly changing world, nothing is changing as fast as retailing. Technology has almost made stores obsolete. Retailers must understand the complete marketing framework and mix. The old adage "plan your work and work your plan" applies to the development of marketing plans, especially in the pursuit of company-wide understanding, excitement and collaboration. The marketer's most challenging problem is not being more creative than competitors; rather, the most challenging problem is to get over the internal hurdles within a company's culture and politics in order to adopt a superior marketing plan. Describe the retail process. How can a marketer overcome internal hurdles that prevent the adoption of a superior marketing plan?