CHICAGO -- Electronic marketing needs "structural improvements" to grow from its present modest use, said Lawrence Milligan, senior vice president of Procter & Gamble, Cincinnati. He listed these three improvements: · Keep the cost lower than any other existing system. · Be more creative in building loyalty, market basket and market share. · Meet the needs of consumers better because they want to be involved more. "We are still at the frontier, but I am confident electronic marketing ...

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