Chief Marketer Network: PROMO DIRECT MULTICHANNEL MERCHANT

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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




Relationship Marketing and the New DM

This December McGraw-Hill will publish the third edition of David Shepard Associates’ “The New Direct Marketing.” Over the next few issues we’ll offer

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Jul. 01 1998




Translation Errors

TACTICS THAT WORK for consumer catalogs won’t necessarily translate successfully to their business-to-business brethren, according to Pamela J. Hutchins,

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Jul. 01 1998




You Beta, You Beta, You Bet

A FEW TRENDS have come to light in our semiannual roundup of new database products. Most strikingly, the advent of increasingly powerful desktop computers

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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




Computer Resellers

Whether they like it or not, computer resellers are being pushed to deliver products and services through new distribution programs. Channel assembly,

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Jul. 01 1998




Envoy Drives Correspondence Course

We feel toward serial mailings the way most people feel toward serial killers. However, unlike serial killers, serial mailings are sometimes amusing.

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Jul. 01 1998




Tools of the Trade

Marketers use several terms-ROI, profitability, lifetime value and RFM-as if they are synonymous. They aren’t. Each has its own special use in database

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Jul. 01 1998




PRIVACY PENDULUM

In May, during a commencement speech, Vice President Al Gore called for an “Electronic Bill of Rights” to allow Americans to protect their privacy.In

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Jul. 01 1998