Chief Marketer Staff
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Loyalty Has Its Privileges
A college friend once ran for student government president on the sole campaign promise he would shake the hand of every student on campus.Marla Isackson,
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CBS Casts Eye On Promotion
Promotion agencies owned by CBS Radio, including New York-based WINS Promotion Group, are changing to a single name as the CBS division positions its
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Gluttony Could Spoil Postal Feast
YOU HAVE TO pity the U.S. Postal Service these days. Every time it turns around, there seems to be someone who wants to grab his share of the marbles.
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R.I.P. = RIP-Off: Everybody Is Cashing in on Diana
I WONDER WHAT so many of the collectibles marketers would have done if Princess Diana hadn’t been killed in that car crash.Boy, was Shakespeare wrong
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Customers for Life: Applying Relationship Marketing
THIS IS THE FINAL PART of an excerpt on relationship marketing from the upcoming third edition of David Shepard Associates’ “The New Direct Marketing”
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Homework Assignment
IT’S FINE AND good that the market for selling office supplies to small home offices and businesses is growing by leaps and bounds. But how can direct
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Splinter Groups
SOME FOLKS can’t leave well enough alone. When Nancy Miller, marketing analyst for Parkersburg, WV-based Woodcraft Supply, first started using a neural-network-based
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Measuring the Loyalty Effect
ONE OF THE best books I’ve ever read on the subject of customer retention is “The Loyalty Effect” by Frederick F. Reichheld (Harvard Business School Press).Many