Chief Marketer Staff, Author at Chief Marketer

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

Agencies

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

Agencies

Hey, What Ya Wanna Know?

THE PRIVACY PUNDITS are whining about direct marketers in general-and database marketers in particular-having too much of the public’s personal information

Agencies

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

Agencies

DRTV-Blocking V-Chip Zapped

THE DRTV and advertising industries applauded the Consumer Electronics Manufacturers Association’s (CEMA’s) decision to drop plans to endorse V-chips

Agencies

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,

Agencies

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

Agencies

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

Agencies

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.

Agencies

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”