Direct Marketing | Print
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Direct Marketing | Print
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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Direct Marketing | Print
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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Direct Marketing | Print
Just be yourself: HICKORY FARMS
When Hickory Farms decided to launch its Web site three years ago, some thought the catalog should feature more exotic fare than the hearty staples that
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Direct Marketing | Print
GO AHEAD They’re Listening
If a tree falls in a forest and there is no speech recognition software around, does the impact of the tree on the ground make a sound?The question is
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Direct Marketing | Print
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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Direct Marketing | Print
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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Direct Marketing | Print
America’s Business
For as long as any of us can remember, direct mail has been under attack for what many see as violations of privacy. We’ve become notorious for what the
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Direct Marketing | Print
Building Custom Models for Potential Mailers
If you own a large active or inactive customer file and you’re not building custom list rental models for potential list users then you’re probably missing
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Direct Marketing | Print
The Click-Through War
Who’s got the better click-through rate on Web banner advertising-Flycast or DoubleClick? And should anyone even care?In March, RelevantKnowledge, Chicago,
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Direct Marketing | Print
Market Research Spotlights Web Commerce
Internet watcher Forrester Research Inc., Cambridge, MA, launched a service April 28 called On-line Retail Strategies to focus on Internet selling.The