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In May, during a commencement speech, Vice President Al Gore called for an “Electronic Bill of Rights” to allow Americans to protect their privacy.In

Once upon a time there was a direct marketing campaign that didn’t get any response.What-no flurry of telephone calls? No BRCs returned? Nothing.Not that

There was a time not long ago when marketing decision makers regretted they didn’t have enough information.In the world of information, especially database

Most would agree that fulfillment is not one of the more exciting ends of the promotion business, yet few could deny that 1997 gave the industry’s workhorse

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

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.

Despite all that’s been said about the need to learn how to market in an increasingly electronic age, there’s no disputing that hard-copy messaging will

Yankelovich Partners Inc., Norwalk, CT, named Dr. Thomas E. Vasquez president/CEO. John Struck, former president/CEO, will become chairman of Yankelovich

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

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