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Discusses various aspects of data base marketing. Precedent marketing approaches; Companies investing in data base marketing; Recognition of consumer behavior in predicting buying patterns. INSETS: You can run, but it's tough to hide from marketers.;Silicon and software that mine for gold..

Features the teenagers of the 1990s and their potential influence over the American culture and economy in the 21st century. Estimate of teen population in 1994; Two-income household of teenagers; Multiculturalism; Exposure to adult problems at a young age; Ability to take on adult tasks; Spending power of teenagers; Teenagers as society's trendsetters; Marketing value of teenagers; `Relationship marketing'. INSET: If you're a teen you probably... (teen culture)..

Focuses on Ogilvy & Mather Worldwide Inc. and its chairman, Charlotte Beers. Loss of important accounts after landing the $400 million account of IBM Corp.; Clients lured back by the agency; Focus on brand stewardship for IBM; Strengths; Industry perception of Beers.

Focuses on the financial situation of Philip Morris Cos. View of the company's marketing progress by Robert Huberman of Starman Distributors; Resigned chairman and chief executive officer Michael A. Miles as the brunt of blame from analysts for the company's lagging stocks; Agreement of Philip Morris executives to meet with major shareholders.

Discusses the success of several consumer products as a result of marketing strategies based on consumer promotions. Success of Barq Inc.'s Barq rootbeer; Tie-in of McDonald Corp. with the motion picture `The Flintstones'; Focus of marketers on promotions.

Reports on the marketing strategies of Guinness PLC to promote the sales of Dewar's Scotch. Recruitment of young drinkers; Decreased sales of Dewar's Scotch; Changing the image of Dewar's Scotch to appeal more to younger drinkers; Use of sampling events to position the Scotch in the market; Effect of the economic recession on the sales and campaign of Dewar's Scotch.

Reports on the poor financial performance of PepsiCo Incorporated for the second quarter of 1994. Rumored resignation of PepsiCo's top executives; Resignation of Chairman Wayne Calloway; Decline in earnings of Pepsi's restaurant chains, specifically Pizza Hut Inc.; Expansion of overseas beverage operations without generating big profit increases; Shortfall in domestic beverage earnings; Need to increase shareholder value.

Reports on Turner Broadcasting System Inc.'s planned marketing launch for cartoon character Yogi Bear in 1995. Number of licensing partners the company has signed up; Types of Yogi Bear merchandise to be used for marketing; Release of the motion picture `Jonny Quest.'

Reports on the consolidation of IBM Corp.'s advertising with Ogilvy & Mather Worldwide Inc. Paring back of agencies by multinational companies to gain economies of scale and to maintain brand image consistency; Challenge for Ogilvy; Major layoffs in IBM Corp.

Reports on the trend among consumer products of being introduced in a new format and function. Versatility marketing; Demographics as reason for expanding the uses of familiar products; Consequences of the decreased number of households in the United States; Importance of new ideas; Examples of companies undergoing versatility strategy.

Reports on marketers' campaign to reposition well-known products as higher-grade alternatives to the store brands that appeal to budget-minded shoppers. Benefits of price-tiered brands to manufacturers; Procter & Gamble Co.; Miller Brewing Co.; High Life; Kodak Co.; RJR Nabisco Inc.'s plan to test-market private-label products.

The article discusses the role of advertising in the interactive future. According to Stephen Wallmark, dealer-services manager at BMW of North America Inc., car shopping at home is possible with the improvement of on-line services and unfolding of interactive television. Paula George Tompkins, chief executive officer of The SoftAd Group, believes that the most successful efforts in interactive advertising are information-laden programs that help buyers make complex decisions such as choosing a car or an industrial-products supplier.