KROGER GUARDS SHARE WITH DIRECT MAIL

ATLANTA -- Kroger Co.'s Atlanta division here is using a direct mail coupon book as a key weapon in its battle to retain grocery aisle share against market newcomer Publix Super Markets.The 32-page "Power Pages" coupon book contains a 50-50 mix of advertisements and coupons from grocery manufacturers, as well as noncompeting retailers and service providers, such as car dealers, auto repair shops and

ATLANTA -- Kroger Co.'s Atlanta division here is using a direct mail coupon book as a key weapon in its battle to retain grocery aisle share against market newcomer Publix Super Markets.

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