Everything I say here today will be made obsolete by technology tomorrow," said Glen Griffiths of McNeil Laboratories recently. I agree. Technology can change the world. For example, telecommunications costs are being reduced and will continue to go down. If they go down significantly, the whole face of data base marketing will change. Smaller computers in the stores would send information frequently, or instantaneously, to a master data base. A reward or incentive would be transmitted back ...

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