Database marketers have a new resource available. It’s R. K. Sher & Associates, Highland Park, IL, founded by longtime industry leader Bob Sher. Sher plans to assist firms in database design and help them through sticky problems like choosing technology and data sources. He’ll also train them in how to work within appropriate private guidelines. Sher should know. In addition to being the founder and former CEO of KnowledgeBase Marketing, he’s served as president of both Donnelley Marketing and May & Speh, and as executive vice president of Metromail. He’s also active in the Direct Marketing Association.
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