PEPSI-COLA SHIFTS ACCOUNTS TO 'TOTAL BEVERAGE' STRATEGY

NEW YORK -- With some 600,000 retail customers selling its beverages nationwide, Pepsi-Cola Co. has confronted one of the nightmares of account-specific marketing -- spiraling spending on discrete consumer events that deliver diminishing business benefits."My one caution as we go through the process of customer-specific marketing is that it will increase your cost of doing business, it will not decrease

NEW YORK -- With some 600,000 retail customers selling its beverages nationwide, Pepsi-Cola Co. has confronted one of the nightmares of account-specific marketing -- spiraling spending on discrete consumer events that deliver diminishing business benefits.

"My one caution as we go through the process of customer-specific marketing is that it will increase your cost of doing business, it will not decrease it," warned Harry Walsh, senior marketing manager of customer marketing at Pepsi-

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