NEW YORK -- With some 600,000 retail customers selling its beverages nationwide, Pepsi-Cola Co. has confronted one of the nightmares of account-specific marketing -- spiraling spending on discrete consumer events that deliver diminishing business benefits. "My one caution as we go through the process of customer-specific marketing is that it will increase your cost of doing business, it will not decrease it," warned Harry Walsh, senior marketing manager of customer marketing at Pepsi-Cola ...

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