Please offer your interpretation of the following quote from James Harrigntonfrom the research of…

Please offer your interpretation of the following quote from James Harrigntonfrom the research of Miller and Cioffi (2004) in chapter 10: “If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it.†What does this mean for retailers? (as cited in Shimp, 2010, p.288). Answer in 750 words least.