ECR GROUP RECOMMENDS GREATER MARKETING FOCUS

CHICAGO -- Store handling practices, which range from receiving product at the back door to stocking shelves, account for an estimated 8% of in-store costs, and will likely be among the prime areas of Efficient Consumer Response focus in the year ahead.Other recommended new or expanded ECR activities for 1997 include a greater emphasis on demand-side initiatives, especially in the area of home meal

CHICAGO -- Store handling practices, which range from receiving product at the back door to stocking shelves, account for an estimated 8% of in-store costs, and will likely be among the prime areas of Efficient Consumer Response focus in the year ahead.

Other recommended new or expanded ECR activities for 1997 include a greater emphasis on demand-side initiatives, especially in the area of home meal replacement, and involvement of marketing executives to help respond to fast-changing

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