Chief Marketer Staff
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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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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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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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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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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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After Delays, E-centives Emerge on the Web
HERE’S A NICE little tale about the importance of keeping on your toes when doing Web marketing.Bethesda, MD-based Emaginet (www.emaginet.com), founded
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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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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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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