Chief Marketer Staff

• Budget’s Big Blast

  Perhaps the name Budget reacts with the well-burnished executive ego like some image-tarnishing oxidizing agent. No matter. Marketers at Budget Rent a

• Agencies

  GET BACK TO THE BASICS

  “BE CAREFUL WHAT YOU wish for.” For business-to-business marketers, this old adage has never been more true.B-to-Bers have abundant sales and marketing

• Agencies

  DB Suits Clothiers

  CONNECTICUT-BASED upscale men’s clothing retailer Richard’s of Greenwich has seen sales increase 20% annually since 1995, when it adopted the database

• Oh, Baby

  Mack Jenks spent a little time with his calculator before settling on the prize package for Gerber Rewards. The baby food leader wanted to “give away

• Answers First, Questions Later

  Nobody who’s read this magazine for any length of time could fault it for not advancing the cause of promotions. After all, promo is our name and what

• Agencies

  NEW LISTS

  Direct Sales Inc. The 90,000 individuals listed responded by phone to a Direct Sales mail piece offering a chance to win various prizes. Everyone on the

• Agencies

  Becoming a Utility Player

  WHILE GAS AND electric utility customers generally feel positive about their service providers, cable TV companies may face customer defection in a deregulated

• Agencies

  California Toughens Spam Laws

  TWO RECENT PIECES of legislation in California may crack down on unsolicited electronic mailings in that state.The first, AB 1676, has been signed into

• Mag Sweeps Settlement

  American Family Publishers, Jersey City, NJ, and New York State Attorney General Dennis C. Vacco concluded an $800,000 settlement that will compensate

• Agencies

  WATCH YOUR BACK-END AND QUALIFY LEADS

  IGNITING SALES WITH DIRECT marketing strategies is more challenging than ever before. Survival means not just generating response, but building confidence