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Chief Marketer Staff

  • Agencies

    Curse or Blessing?

    So far, so good. That’s the prognosis for 2005 for list professionals on the business-to-business side of the fence. After some rough patches, many B-to-B

  • Agencies

    Best Foot Forward

    The Internet can sell in a lot of categories, but it has one Achilles’ heel: It often comes up short in selling highly personalized products that demand

  • Taking Measurements

    There really is an equation to calculate both hardcore return on investment and softer brand equity. It’s just a different equation for every campaign.

  • Agencies

    Showtime Serves Up Sweet Promotion

    Showtime Networks is tapping into consumers’ love of indulgent sweets in a fall promotion with Hagen-Dazs ice cream. The premium network is giving out

  • Agencies

    Survey Shows Credit Offer Glut

    No wonder mailboxes are jammed. Credit card marketers sent out a record 1.4 billion direct mail offers during the first quarter, some 11% more than last

  • Agencies

    Pencils, Pensand PDAs?

    Nearly every family with school-aged children buys clothing, shoes and three-ring notebooks during back-to-school season. But some retailers and several

  • Crowded Field

    The National Hockey League reached a tentative agreement with its players’ association July 13 that puts players back on the ice after a 301-day lockout

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    Negotiating Legal Waters

    IF YOU’RE IN A BUSINESS THAT wants to market to lawyers, keep in mind that it can be a daunting task. You can’t waste their time, because they make their

  • Agencies

    Wal-Mart Balances the Books

    When Wal-Mart Stores made its first foray into reality TV this summer, it wasn’t the result of work by the company’s marketing department: It was the

  • Agencies

    Questioning the HOW of ROI

    Marketing executives don’t get it and they know it. While 60% of senior-level marketers say measuring and acting on return on investment is important,