Chief Marketer Staff, Author at Chief Marketer

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”

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

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

Agencies

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

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

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

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

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

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