RIDING THE LOCAL

More retailers are using micromarketing as a tool to sharpen their competitive edge. Ahold, Zaandam, Netherlands, is one such company. To meet the changing needs of its customers, it has developed a new vision for its organization and its range of product and service offerings, according to its 1995 annual report."The modern family has fewer members, each with his or her own consumption pattern. Standards

More retailers are using micromarketing as a tool to sharpen their competitive edge. Ahold, Zaandam, Netherlands, is one such company. To meet the changing needs of its customers, it has developed a new vision for its organization and its range of product and service offerings, according to its 1995 annual report.

"The modern family has fewer members, each with his or her own consumption pattern. Standards and values are becoming more divergent per family and per customer," the report

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