CHICAGO -- Customizing promotions to specific retail accounts can pay off for manufacturers. rketing agency, demonstrated in a presentation at a conference here. It was sponsored by The Marketing Institute, a division of the Institute for International Research, New York. For example, one of MGR's health and beauty care clients, SmithKline Beecham Corp., Pittsburgh, wanted to gain support for a multiple-brand promotion for symptom-driven cough/cold products, such as Contac and Sucrets. A ...

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