Chief Marketer Staff
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Agencies
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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Agencies
Coldwater Creek
Is there such a place as Coldwater Creek? The image conjures up some far-off place in the mountains, with cool streams and tall pines, a spot we would
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Agencies
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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Agencies
What It Means to Mailers
The Postal Rate Commission has admirably fulfilled the vision set out in the 1970 Postal Reorganization Act-that of providing checks and balances to discipline
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Agencies
B-to-B Catalogers’ Market Leadership May Be Misleading
For more than two years, direct marketing stock pickers have trumpeted the advantages of buying shares in business-to-business companies rather than stock
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Agencies
DISNEY DIRECT MARKETING
Michael Eisner, the high-powered CEO of The Walt Disney Co., has a simple formula for his managers: You have to achieve regular annual growth of 20% to