Chief Marketer Staff

• Agencies

  Sound & Vision

  BOSTON ACOUSTICS INC., Peabody, MA, makes high-end speakers for car and home. With the rise of the PC, it hit upon a new market: computer speakers. But

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  Web Site Redux

  COMPUTER direct marketer Insight has been through a lot of changes over the past few years. Now those changes are coming together at its Web site (www.insight.com).The

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  DM Goes Global With Charles Prescott

  In July the Direct Marketing Association named Charles A. Prescott, formerly of The Reader’s Digest Association, as its first vice president of international

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  Europe Calling

  TO JUDGE BY the way share prices for the sector are dropping, the boom in telemarketing in the United States is over. Whether this is the result of overoptimistic

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  PR Opt-Out

  SOME PR PERSON just sent us a questionnaire asking, How do you wish to be contacted by us?Thanks for asking, but we don’t want to be contacted at all.That’s

• Box Top Bingo

  Two straight years of wilting sales have presented U.S. cereal makers with a grim picture. Two of the industry’s heaviest hitters, Kellogg’s and General

• Myth Making

  Imagine being handed the assignment of bringing a legend to life – that famous outdoorsman Yukon Jack. The mythical figure is just that, mythical. What

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  ONE AT A TIME

  WHETHER YOU LABEL today’s marketing models as relationship, database, loyalty, retention or one-to-one is not of great consequence. They all express the

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  Customer-Targeted Marketing Communications

  THIS IS PART three of an excerpt from a chapter on relationship marketing, from the upcoming third edition of David Shepard Associates’ “The New Direct

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  Premium Blend

  SONY PLAYSTATION UNDERGROUND has been anything but subterranean when it comes to reaching its audience.The subscription-driven club-for video gamers who