Don Taylor and Jeanne Smalling Archer explain how to prosper "in the shadow of the retail giants." This is quite literally a "how to" manual, filled with hundreds of specific examples, suggestions, strategies, and cautions which can be of substantial benefit to literally any small-to-midsize retail operation which is currently struggling to survive and then succeed. Of course, the David and Goliath metaphor is invoked. The co-authors stress the importance of courage, ten survival strategies, and "about 500 stones." (David needed only one well-placed stone. Today, he would need more "ammunition" because there are so many different "giants" to conquer. It is worth noting that David did not wrestle Goliath.) Interestingly, the "Big Three" (Wal-Mart, Kmart, and Target) all opened their first stores in 1962. They were not the first discounters but they had learned a great deal from pioneers such as Ann and Hope, Korvettes, Zayres, Arlands, and Gibson's. Once "Davids" themselves, they eventually became "Goliaths", demonstrating (in process) the importance of the ten strategies which are examined in Up Against the Wal-Marts.

The authors organize the material according to three overriding themes: change, improve, and succeed. In the 1990s, change has been the only constant. Improvement is not an option; it is an imperative. With regard to success, the co-authors leave their reader with this final statement: "Many small businesses are going to be successful competing with the giants, and we can't think of any reason why yours shouldn't be one of them."

This book covers everything you need to know about marketing and customer service for the large or small retail store. It's written in a easy to read style and gives ideas that can be used immediatly. Its help in developing our employee manual. I strongly recomend it!

This book is recommended extra credit reading for students in my college course titled Retailing. I began using it in the classroom after reading countless articles about how Wal-Mart's arrival meant the death of the small retailer. Many years ago we preached that IBM was the evil empire that no one dared attack. But eventually companies found ways to strategically do battle with the giant. Now it's Wal-Mart, and there are ways to survive in this giant's shadow too. Personally I'm glad Wal-Mart is available in my neighborhood, yet I still support the smaller retailer when given a good reason. If you are a small retailer, you must read this book!