Direct Marketing | Print
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Direct Marketing | Print
THE NET PROWLER
CLICKING UPSTREAM In the June issue we covered Narrative Communications Corp. (www.narrative.com) of Waltham, MA and its Enliven banner-ad technology,
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Direct Marketing | Print
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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Direct Marketing | Print
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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Direct Marketing | Print
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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Direct Marketing | Print
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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Direct Marketing | Print
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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Direct Marketing | Print
Long-Term Fix
WHAT IT COST to keep a customer, and what’s it worth over the long haul? These are two of the most important questions DMers can ask themselves these
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Direct Marketing | Print
Will Fallout From Sweeps Lawsuits Affect Response to Consumer Mailings?
THE RECENT CONTROVERSY over the American Family Publishers and Publishers Clearing House sweepstakes contests will cause problems next year for both magazine
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Direct Marketing | Print
B-to-B DMers Suffer from Market Woes
BUSINESS-TO-business DMers couldn’t escape the stock market’s downturns during the last three months.The 32 B-to-B direct marketers tracked by Gruppo,
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Direct Marketing | Print
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