"Data-base marketing will proliferate this year because the manufacturers will be driving data-base marketing to the retailers, and the retailers who are getting involved will start driving to the manufacturers, forming a partnership." That's the prediction of Deirdre Girard, partner at PreVision Marketing, Lincoln, Mass. Such partnerships will be the key to success in 1996, Girard says. In addition, new vendors, simplified software and better use of marketing dollars will combine to boost ...

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