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Six Factors for Bridging Direct and Brand Marketing

Brand advertising and direct response have long been cornerstones of successful marketing programs. Brand drives mind share, differentiate market position and influence consumer perceptions, while dir

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Jul. 01 1998




Changing the Rules of the Game

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

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Jul. 01 1998




Catalog Sales on Rise: WEFA

Catalog sales continue to grow at a faster rate than total sales to consumers and businesses in the United States, according to a recently updated study

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Jul. 01 1998




DM Mergers Increase By Almost 100%

DM mergers, acquisitions and buyouts in the first quarter of 1998 grew 99% over the first quarter of 1997, according to a study released in June by DM

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Jul. 01 1998




DMA Names Catalog VP

The Direct Marketing Association has named Roscoe Burton Starek III senior vice president, catalog industry. Starek is a former federal trade commissioner

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Jul. 01 1998




Words of Wisdom, 1998 Style

There’s a reason we keep buying those little books with clever sayings. You can get a ton of wisdom in just a few sentences. But there is no reason to

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Jul. 01 1998




THE DEL POLITO LETTER

Postal rate cases usually center on four basic tasks: defining the amount of new revenue needed to ensure break-even operation; tracing back and attributing

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Jul. 01 1998




Have Book, Will Travel

Eight-year-old retailer Audio Adventures began direct sales this spring, renting (and selling) mostly through a Web site, www.audioadventures.com.The

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Jul. 01 1998




Card Sharks or Card Guppies-The Song’s the Same

CARD DECKS ARE making a comeback. We went through a period in which almost nobody was mailing card decks. Now they’re reanimating themselves.But unlike

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Jul. 01 1998




High-Tech Firm Starts a High-Tech Campaign

PeopleSoft Inc., the Pleasanton, CA-based software developer, has begun a high-tech DM campaign targeting Fortune 2000 companies in several major industries.The

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Jul. 01 1998




Brokers Break Bread

American List Counsel Inc.’s executive vice president Fran Green and president Donn Rappaport welcomed more than 100 brokers in May to the firm’s second

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