HARNESSING INFORMATION

The food industry has only just begun to tap into the enormous potential of data-base marketing to lock in shopper loyalty and build sales.ng programs and achieve high degrees of measurable success.But the growing pains accompanying the initial wave of data-base marketing programs are beginning to give way to a new era in which companies cost-efficiently and accurately target specific consumer groups

The food industry has only just begun to tap into the enormous potential of data-base marketing to lock in shopper loyalty and build sales.

ng programs and achieve high degrees of measurable success.

But the growing pains accompanying the initial wave of data-base marketing programs are beginning to give way to a new era in which companies cost-efficiently and accurately target specific consumer groups and gain a competitive edge. The stakes are high. For small operators, su

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