MICROMARKETING CALLED A PIPE DREAM

CHICAGO -- Micromarketing is today's trendy way for manufacturers to place the right products before the right consumers at retail. In the real world, however, it's impossible to implement, said Robert Dyer, vice president of category management for PIA Merchandising, Irvine, Calif. "Retailers cannot do it day in, day out. That would mean multiplying planograms on a store-by-store basis. They can't

CHICAGO -- Micromarketing is today's trendy way for manufacturers to place the right products before the right consumers at retail. In the real world, however, it's impossible to implement, said Robert Dyer, vice president of category management for PIA Merchandising, Irvine, Calif. "Retailers cannot do it day in, day out. That would mean multiplying planograms on a store-by-store basis. They can't even keep up with planograms on a cluster basis. "I think micromarketing will go the way of

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