Topic | CRM

Think marketers are in it for the long haul? Think again, unless the definition of long haul has come to mean next quarter. According to Direct's annual

Only 6% of executives overseeing customer relationship management programs have set specific return on investment goals for the early stages of the projects,

In our last article (Customer Segmentation: Problems, Solutions, DIRECT, March 1), we defined the objective of a survey-developed attitudinal segmentation

Is CRM dead? That was the first question on our minds when we contacted the participants in this year's DIRECT roundtable. For months, we had been hearing

The biggest challenge in building a brand's appeal isn't how to attract consumers for whom brandings have no cachet; that answer is obvious. Instead,

Direct marketers have to understand the issues and choices involved in customer segmentation to be able to manage such a project effectively from conception

The two initial incarnations of Banco Popular de Puerto Rico's loyalty program might be characterized as a couple of successful shambles. Both Premia

When PraiseBanners mailed 10,000 1999 catalogs last August, the religious pennants-and-flags company cut its storage fees and generated more than $25,000

THEY MAY BE ON THE OTHER SIDE OF THE WORLD, but Liberty Group, a South African financial services company, faces a problem all too familiar to U.S. firms

Multichannel integration the combining of multiple selling channels and multiple marketing media is on everyone's minds these days. And if it isn't, it