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. Please draft a one to two page page (a maximum of two pages of content) that describes the retail process and that discusses how a marketer can overcome internal hurdles that prevent the adoption of a superior marketing plan. Please include a brief introductory paragraph (3 to 4 sentences), two to three paragraphs for the body, and a brief conclusion (3 to 4 sentences). A reference page should be attached with one to two references.