MICROMARKETING IS GAINING WIDER USE

NEW YORK -- Brand marketers are turning to micromarketing tools that tie consumer buying patterns to specific stores through more efficient use of data bases.The approach is supplanting traditional mass marketing in the packaged goods industry because it links shoppers with specific products, thus saving on promotion and other expenses, said Monika Torrence, vice president of product management at

NEW YORK -- Brand marketers are turning to micromarketing tools that tie consumer buying patterns to specific stores through more efficient use of data bases.

The approach is supplanting traditional mass marketing in the packaged goods industry because it links shoppers with specific products, thus saving on promotion and other expenses, said Monika Torrence, vice president of product management at Spectra Marketing Systems, Chicago.

"There is a greater awareness by brand mana

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