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There's no question that data base mar-keting is a rising star nowadays. It offers trading partners a sophisticated way to work together. Their mutual goal, of course, is to increase the sale of branded products in supermarkets. But here's the problem: each trading partner is working on data base marketing separately. Retailers want to increase store loyalty; manufacturers want to increase brand loyalty.

There's no question that data base mar-keting is a rising star nowadays. It offers trading partners a sophisticated way to work together. Their mutual goal, of course, is to increase the sale of branded products in supermarkets. But here's the problem: each trading partner is working on data base marketing separately. Retailers want to increase store loyalty; manufacturers want to increase brand loyalty. There are very few joint projects, and that's too bad. Unless that changes, the real pote

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