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TRADITIONAL DIRECT MARKETERS' mailing results improved slightly in the fourth quarter of 1998, according to a just-released survey by Edith Roman Associates

Cahners and Boucher Merge Databases Cahners Business Lists has combined its Computer Marketplace database with the 1.5-million-name DecisionMaker IT Marketplace

NATIONAL Semiconductor Corp. is taking its microchip marketing program online with two new interactive ventures.The $2.5 billion Santa Clara, CA-based

FOR EACH OF the past four years I've had the pleasure of attending London's International Direct Marketing Fair, there's been a cultural milestone or

WHEN HAVING THE right sense of style was essential to getting into the right clique, we were always on the outside. But now the right click may get you

THINK YOU'LL NEVER need to get permission before you mail to consumers? Think you'll always be able to choose whether you can utilize telemarketing? Think

THERE'S always something frustrating about a campaign with untapped potential. But what often makes matters worse is that the campaign isn't bad. It's

THE ONLY thing keeping a Sam Goody rewards program begun in 1994 from giving away the store was that it was so poorly managed that participants-almost

IN A RECENT issue of Forbes magazine, Andersen Consulting's chief executive and managing partner George Shaheen said: "The changes coming in the next

FIRST IT WAS rubber chickens that went faster than speeding pullets. Then it was floating 8-balls we were asked to get behind. Now it's Hula-Hoops.No,