Chief Marketer Staff
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THE NET PROWLER
CLICKING UPSTREAM In the June issue we covered Narrative Communications Corp. (www.narrative.com) of Waltham, MA and its Enliven banner-ad technology,
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RECRUIT THE A-TEAM
IT’S GENERALLY believed that after a certain amount of time spent working the phones, telephone representatives burn out. I maintain that reps are more
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Directnewsline
USPS Unveils Holiday Mail Plans THE U.S. POSTAL SERVICE, with the aid of major mailers, has developed fall and holiday mailing plans that it hopes will
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Spare Parts Central
HYUNDAI Motor America hopes to sell spare parts and build its $150-million-a-year North American business through an extranet system for dealers.The Korean
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Long-Term Fix
WHAT IT COST to keep a customer, and what’s it worth over the long haul? These are two of the most important questions DMers can ask themselves these
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Customers for Life: Applying Relationship Marketing
THIS IS THE FINAL PART of an excerpt on relationship marketing from the upcoming third edition of David Shepard Associates’ “The New Direct Marketing”
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Electronic Promotions Threaten DM Couponing
WHILE DIRECT MAIL remained a favored method of receiving samples or coupons, ranking second only behind free-standing inserts in newspapers, its popularity
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Measuring the Loyalty Effect
ONE OF THE best books I’ve ever read on the subject of customer retention is “The Loyalty Effect” by Frederick F. Reichheld (Harvard Business School Press).Many
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No Two Alike
PRINT TECHNOLOGY has allowed direct marketers to edge closer to the ideal of one-to-one marketing. Leading the charge is on-demand printing, which enables