Chief Marketer Staff, Author at Chief Marketer

Spare Parts Central

HYUNDAI Motor America hopes to sell spare parts and build its $150-million-a-year North American business through an extranet system for dealers.The Korean

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Long-Term Fix

WHAT IT COST to keep a customer, and what’s it worth over the long haul? These are two of the most important questions DMers can ask themselves these

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Electronic Promotions Threaten DM Couponing

WHILE DIRECT MAIL remained a favored method of receiving samples or coupons, ranking second only behind free-standing inserts in newspapers, its popularity

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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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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

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No Two Alike

PRINT TECHNOLOGY has allowed direct marketers to edge closer to the ideal of one-to-one marketing. Leading the charge is on-demand printing, which enables

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SHOW AND TELL

THE CONCEPT OF giving consumers “access” to their personal data-allowing them to see, and if necessary correct, information marketers possess about them-seems

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Cable TV Viewers

SINCE ITS June 1948 invention in Mahanoy City, PA, cable TV (then called community antenna television) has made it into 58.5% of all U.S. households,

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USPS May Have Another $1 Billion Surplus

Unless there’s a sudden and sharp decline in mail volume and revenue, the U.S. Postal Service appears to be heading toward its fourth $1 billion surplus