Chief Marketer Staff, Author at Chief Marketer

Who’s Got the Rights? It Might Not Be You

JENNY WAS BUSY manipulating one of the latest photos her agency had purchased from a photographer. Working diligently at the computer, she sat back and

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Sprint Calls on B-to-B Customers

SURE, A DIME a minute sounds good. But try two free CD-ROMs packed with 15 million prospecting names, free long distance calling on Fridays and a business

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Asian Persuasion

THE ASIAN ART MUSUEM of San Francisco hopes to double its membership by the time it moves into its new building in June 2001. To increase its rolls to

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Track It or Forget It

LIFE IS FULL of ironies. Here’s one of my favorites: Marketing pros who would never attempt a direct mail campaign without a careful cost/payback analysis

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Brazil and Argentina Mull Privacy Bills

THE GOVERNMENTS OF both Brazil and Argentina are considering privacy legislation that could lead them further away from the U.S. privacy model, and closer

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Beastie-Vision

AT 3 A.M, one expects to find Ron Popeil on the air extolling the virtues of hair in a can. Or an ’80s sitcom star praising a line of cosmetics. But the

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No Lazy Last Days of Summer for Retail Catalogers

WHILE AUGUST sales among a sample of retailers were lackluster, those with separate catalog divisions showed stronger results during the last full month

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The New Direct Marketers

MICHAEL COHEN IS manager of direct marketing operations for Showtime Networks Inc. in New York. Cohen’s job is pretty narrowly defined; a major part is

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Technology vs. Tradition: Finding the Balance

A CHALLENGE faced by many marketers is where to invest for the greatest impact on marketing strategies.For example, the theme of the National Center for

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Merge Splurge

ACXIOM CORP. now owns Direct Media and May & Speh. The U.K.’s Great Universal Stores owns Experian, which owns Metromail. Harte-Hanks, which ditched its