Clorox is taking advantage of a cheap digital-marketing sector and trying to directly connect with consumers. Its efforts have included a February flash sale on Facebook, and it is talking with online retailers about other projects. "The good news is that I don't have to make a $10 million to $100 million investment in [enterprise resource planning] systems. I can spend $200,000 and invest to learn," said Chief Information Officer Ralph Loura.

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