The new emphasis on in-store marketing

Kimberly-Clark, which has set up a high-tech test lab in Appleton, Wis., to gauge consumer reaction to its products, is among the major marketers placing new emphasis on maximizing their items' in-store appeal, to combat the diminishing impact of TV and other traditional ads. Ramin Eivaz, a Kimberly-Clark VP, said, "We need to be an indispensable partner to our retailers and show we can do more for them."

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