Chief Marketer Staff, Author at Chief Marketer

RadioShack Tunes in a Growth Frequency

When RadioShack began a program to increase its revenue by 10% and its profit by 20%, prospecting for new customers as a strategy was never considered.

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CONFERENCES: Alarms and Excursions

Our plans when traveling to conferences are usually simple: Attend sessions, meet colleagues, send copy back to New York and sleep.At the Canadian Direct

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Picture Perfect

Kodak is relaunching an infomercial for the DC210 digital camera this month, after a successful test for Christmas 1997.The half-hour program will be

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Get Off Your Duff – Take Responsibility

Despite all that’s been said about the need to learn how to market in an increasingly electronic age, there’s no disputing that hard-copy messaging will

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DIRECTNEWSLINE

DM Deals Hit $38 Billion in ’97 The combined value of strategic direct marketing transactions-including mergers, acquisitions and buyouts-reached $38

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Show Me the Money

Exactly when should a list owner expect to collect list rental income from a list manager or broker?That question is being asked more than ever these

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RELATIONSHIP MARKETING: Hershel’s New Role

Hershel B. Sarbin, former president and CEO of Cowles Business Media, has a new job. He has joined Marketing 1to1/ Peppers and Rogers Group, a relationship

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More Than Points

There’s an old Washington, D.C. adage that an honest politician is one who, when bought, will stay bought. Were this true in the consumer arena, loyalty

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Smart Bombing

The 31 American Tire & Service Co. stores under Scott Hook’s oversight had participated in mass advertising programs before, but in late 1997 Hook wanted

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Elvis Fans

Despite his enduring popularity, obtaining lists of Elvis Presley’s fans is no easy task. Elvis Presley Enterprises keeps a tight grip on memorabilia