P&G USES DIRECT MAIL TO BUILD 'CO-EQUITY'

NORWALK, Conn. - Procter & Gamble has dealt out another installment in its customized direct-mail program on behalf of two retailers in the New York-metropolitan area.In a pair of April promotional mailings on behalf of the ShopRite supermarket chain and the Caldor discount store chain, the Cincinnati-based brand marketer leveraged its strength in database marketing into yet another competitive coup.In

NORWALK, Conn. - Procter & Gamble has dealt out another installment in its customized direct-mail program on behalf of two retailers in the New York-metropolitan area.

In a pair of April promotional mailings on behalf of the ShopRite supermarket chain and the Caldor discount store chain, the Cincinnati-based brand marketer leveraged its strength in database marketing into yet another competitive coup.

In the process, said a source familiar with P&G's activities in this

Register to view the full article

Already a member? .