Chief Marketer Staff

• Agencies

  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

• Agencies

  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

• Agencies

  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

• Agencies

  Will Fallout From Sweeps Lawsuits Affect Response to Consumer Mailings?

  THE RECENT CONTROVERSY over the American Family Publishers and Publishers Clearing House sweepstakes contests will cause problems next year for both magazine

• Agencies

  R.I.P. = RIP-Off: Everybody Is Cashing in on Diana

  I WONDER WHAT so many of the collectibles marketers would have done if Princess Diana hadn’t been killed in that car crash.Boy, was Shakespeare wrong

• Agencies

  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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  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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  SHOW AND TELL

  THE CONCEPT OF giving consumers “access” to their personal data-allowing them to see, and if necessary correct, information marketers possess about them-seems

• Agencies

  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

• Agencies

  Cable TV Viewers

  SINCE ITS June 1948 invention in Mahanoy City, PA, cable TV (then called community antenna television) has made it into 58.5% of all U.S. households,