Grocers and brand marketers conduct database marketing programs in basically two different ways. They either do it by themselves, or they do it together. Manufacturers reach consumers themselves with direct mail using lists of people who redeem coupons, call 800 numbers and respond to other promotions. They can customize their literature with the name of the retailer located near the shoppers receiving the mailings. Procter & Gamble is the leading practitioner of customized co-op ...

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