CHICAGO -- Data-base marketing can be effective in low-margin packaged goods categories if the company sets the right parameters. "Strict financial control is important. In building a relationship with the consumer, you have to go beyond your product and demonstrate empathy. Focus on the consumer's needs," advised Jane Horowitz, an industry consultant and former director of strategic consumer programming at Quaker Oats Co. here. Horowitz, who held that position until Quaker's recent ...

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