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  The Literary Latest

  Direct Marketing Techniques Direct Marketing Techniques: Building Your Business Using Direct Mail and Direct Response Advertising” is the latest in Menlo

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  Has Compaq Given Birth to a Stepchild?

  We’re no longer surprised when a direct marketer opens retail stores. In many cases, serendipity springs into action: The stores add cachet, plus the

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  Fidelity’s Future

  Then Stephen A. Cone joined Fidelity Investments last February as president of customer marketing in its retail group, his mission was to bring a more

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  A Marketing Strategy Checklist

  Whether a marketer is initiating a contact strategy program for the first time or trying to find ways to improve an existing program, the thought process

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  What You Use Might Hurt You

  Direct marketers are so busy gathering information on consumers that they often don’t take the time to consider the wisdom of using personal data. A new

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  Two Thumbs Up: DVD Dealer Does the Right Thing

  There’s a lot of talk about the accountability of Internet advertising but we fear that, in practice, it’s just that: talk. Throwing banners all across

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  New Line Digs In for Nail Deal

  Makeup company Hard Candy will unveil its latest product on the fingers of Alicia Silverstone during her new movie next month.Silverstone was the first

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  Ballad in Plain DM

  While wandering by a souvenir stand before a recent Bob Dylan concert at Madison Square Garden we spotted a stack of color brochures on the counter. Unlike

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  Building Profits With Relationship Marketing

  We all believe that building a relationship with customers should result in increased retention, repurchases, average order size, sales and profits. But

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  Directnewsline

  McCann-Erickson: Direct Mail Keeps Pace Direct mail expenditures were expected to increase by 7.5% during 1998, keeping pace with national advertising