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 ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick. What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
Click here to read the FAQ page if you have any questions (opens in a new window)
Attention Paid Print Subscribers: While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.
Already registered? Log In