Chief Marketer Staff, Author at Chief Marketer

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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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

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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

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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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Will Fallout From Sweeps Lawsuits Affect Response to Consumer Mailings?

THE RECENT CONTROVERSY over the American Family Publishers and Publishers Clearing House sweepstakes contests will cause problems next year for both magazine

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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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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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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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The Renaissance in B-to-B Lists

JOB TITLE? Business class? Sales volume? Business-to-business mailers are no longer satisfied with those old-time list selects alone. Now they want to