Chief Marketer Staff, Author at Chief Marketer

TAKING THE LEAD

Anyone looking at the hefty slate of new business-to-business initiatives the DMA has cooking might think the association was making a calculated play

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List Firm Probed for Fax Broadcast

Florida launched an inquiry into the marketing practices of The List Source USA Inc. this summer after a business complained of receiving an unsolicited

Letter to the Editor

While I loved the October PROMO and its focus on event marketing, I do have to take issue with Jim Holbrook’s article. Jim doesn’t get it when trying

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DATA FOR DOLLARS

On one hand, DMers have tremendous opportunities presented by the Internet and emerging technologies. On the other, they have a less-than-healthy economic

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Direct Mail Outpulls E-mail With Journalists

MediaMap routinely enjoys a 10% response rate with its weekly e-mail to get journalists to sign up for the firm’s source-finding service. But a few months

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Litle Is Back in Payment-Processing Game

Tim Litle has created a new endeavor with a familiar name. The venture, Litle & Co., is offering credit card processing services. Industry graybeards

From the Horse’s Mouth

Market research is getting a personal touch. While surveys and focus groups continue to offer the meat-and-potatoes that marketers need, many brands are

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RETURN on INVESTMENT

With paid placement (and paid inclusion using cost-per-click), return on investment is figured in the standard way: profit divided by the cost of the

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One-to-One Upmanship

You’ve heard the old joke a woman says to her friend, What a wonderful son I have. He goes to a psychiatrist twice a week, and all he can talk about is

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If You Could Wish Yourself a Techno Solution

You’re walking down a deserted beach and you spot something that looks like an old lantern, the kind that makes a wish-granting genie materialize when