NEW YORK -- Partnering with retailers has emerged as a key to building an effective targeted data base marketing program. Monika Torrence, vice president of Spectra/Market Metrics, called partnering with retailers "a very hot new area of interest," and said it's one of three requirements for targeted data base marketing. Torrence listed these requirements: Partner with retailers: link mailings to households with in-store promotion/merchandising efforts. The data base must contain fields ...

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