NEW YORK -- Brand marketers are turning to micromarketing tools that tie consumer buying patterns to specific stores through more efficient use of data bases. The approach is supplanting traditional mass marketing in the packaged goods industry because it links shoppers with specific products, thus saving on promotion and other expenses, said Monika Torrence, vice president of product management at Spectra Marketing Systems, Chicago. "There is a greater awareness by brand managers of what ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Registering for content on Supermarket News will give youINSTANTaccess 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’sFREE, 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.
Attention Paid Print Subscribers: While you have already been grantedfreeaccess to SNwe ask that youregister now.We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.