Agencies

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  Filling in the White Space

  IBM Americas tightens the gap on server system sales A $200,000 INVESTMENT in analytics helped produce almost $30 million in incremental server sales

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  CLICK STATS

  New survey shows online shoppers’ satisfaction on the rise, but Web ad awareness lacking REMEMBER THE PRATFALLS taken by online retailers during the 1999

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  A Shift to Mail

  Eziba repositions its catalog and expands mailings Crafts marketer Eziba has shifted its focus to selling by catalog, increasing its circulation by more

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  A Snapshot of Catalog List Use

  HOUSE FILES make up the largest single source of names in catalog mailings and bring in a disproportionate amount of revenue, according to the Direct

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  You’ve Got the Database. Now What?

  WHILE A WELL-STRUCTURED DATABASE is a good start, its value will come from creative use of the information stored within. Brad Rukstales, chief operating

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  Finding Cash to Offset Postal Hikes

  Want to hold the line on costs? Here are some practical suggestions BY NOW YOU PROBABLY BELIEVE you’ve thought of everything you could to save your company’s

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  The Fellowship of New Line

  New Line Cinema’s The Lord of the Rings has written all over it. From the strategic partnerships to the innovative promotions to the scores of licensees

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  Shying Away

  Reader’s Digest has a e-mail file, and like many marketers, the Pleasantville, NY firm has no plans to put the addresses on the list rental market anytime

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  Finely TUNED

  YOU CAN’T PLEASE ALL OF THE PEOPLE ALL OF THE TIME. But if you offer the right people the right product, you’ve got a hit. EMusic is following this tried-and-true

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  Warped Views

  Go backstage at The Vans Warped Tour and you come home with Yoo-Hoo on your lips. It’s funny how a guy can get to like Yoo-Hoo in one afternoon. The distinctive