Chief Marketer Staff, Author at Chief Marketer

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

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

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

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

Agencies

After Delays, E-centives Emerge on the Web

HERE’S A NICE little tale about the importance of keeping on your toes when doing Web marketing.Bethesda, MD-based Emaginet (www.emaginet.com), founded

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

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

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,

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