A CALL FOR STRUCTURAL IMPROVEMENT

CHICAGO -- Electronic marketing needs "structural improvements" to grow from its present modest use, said Lawrence Milligan, senior vice president of Procter & Gamble, Cincinnati.He listed these three improvements: Keep the cost lower than any other existing system. Be more creative in building loyalty, market basket and market share. Meet the needs of consumers better because they want to be involved

CHICAGO -- Electronic marketing needs "structural improvements" to grow from its present modest use, said Lawrence Milligan, senior vice president of Procter & Gamble, Cincinnati.

He listed these three improvements:

· Keep the cost lower than any other existing system.

· Be more creative in building loyalty, market basket and market share.

· Meet the needs of consumers better because they want to be involved more. "We are still at the frontier, but I

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