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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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  Building Muscle

  POSING FOR a portrait in his company’s lavish Woodland Hills, CA lobby, Michael Carr, president and CEO of muscle-mag publisher Weider Publications, briefly

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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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  Spare Parts Central

  HYUNDAI Motor America hopes to sell spare parts and build its $150-million-a-year North American business through an extranet system for dealers.The Korean

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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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  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

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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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  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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  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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  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