CHICAGO -- Once you develop an ongoing relationship and dialogue with consumers via data base marketing, you have to sustain it or you will lose the benefits initially gained. This was the lesson learned by R.J. Reynolds Tobacco Co., Winston-Salem, N.C., with data base marketing of its Vantage low-tar cigarettes, according to Khurshed Wadia, senior manager of direct marketing. "Data base marketing is effective in delivering franchise redemption as long as you have the right audience and ...

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