Chief Marketer Staff, Author at Chief Marketer

RadioShack Tunes in a Growth Frequency

When RadioShack began a program to increase its revenue by 10% and its profit by 20%, prospecting for new customers as a strategy was never considered.

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CONFERENCES: Alarms and Excursions

Our plans when traveling to conferences are usually simple: Attend sessions, meet colleagues, send copy back to New York and sleep.At the Canadian Direct

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Picture Perfect

Kodak is relaunching an infomercial for the DC210 digital camera this month, after a successful test for Christmas 1997.The half-hour program will be

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Get Off Your Duff – Take Responsibility

Despite all that’s been said about the need to learn how to market in an increasingly electronic age, there’s no disputing that hard-copy messaging will

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DIRECTNEWSLINE

DM Deals Hit $38 Billion in ’97 The combined value of strategic direct marketing transactions-including mergers, acquisitions and buyouts-reached $38

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Show Me the Money

Exactly when should a list owner expect to collect list rental income from a list manager or broker?That question is being asked more than ever these

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RELATIONSHIP MARKETING: Hershel’s New Role

Hershel B. Sarbin, former president and CEO of Cowles Business Media, has a new job. He has joined Marketing 1to1/ Peppers and Rogers Group, a relationship

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More Than Points

There’s an old Washington, D.C. adage that an honest politician is one who, when bought, will stay bought. Were this true in the consumer arena, loyalty

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Smart Bombing

The 31 American Tire & Service Co. stores under Scott Hook’s oversight had participated in mass advertising programs before, but in late 1997 Hook wanted

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Troubles Not Over for AFP

American Family Publishers Inc. must have thought it was out of the woods. In March, it settled lawsuits by 31 states and the District of Columbia by