CHICAGO -- To launch an electronic marketing program without making it the company's core promotional vehicle is an exercise in futility. "You have to live and breathe it. And not many companies do that," said Larry Friedman, director of financial services at Price Chopper Supermarkets, Schenectady, N.Y. "You can't afford to run double and triple coupons" while continuing other traditional practices that drain promotional budgets without supporting electronic marketing efforts, he said. ...

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