Chief Marketer Staff
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Agencies
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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Agencies
DM DYNASTIES: Eh, Bob’s Your Father
REPORTER CALLING Neodata Systems recently was a little confused when the company operator switched him over to Bob Wientzen. Wait a second. How was the
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Agencies
All Mail REVUE
Direct mail doesn’t get Tony Awards, nor does it get caricatured and hung on the wall of Sardi’s. But it has become an integral component in making a
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Agencies
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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Agencies
SIMPLY Irresistible
1. Send ‘Em One White Sock Too often, “we want you back” appeals are boring.But they don’t have to be. Take a look at what the marketing managers at Ansett
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Agencies
Hall of Fame
Quick-name those people and/or companies you feel had the most influence on the catalog industry over the last few decades. Even harder, name those who
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Agencies
DISNEY DIRECT MARKETING
Michael Eisner, the high-powered CEO of The Walt Disney Co., has a simple formula for his managers: You have to achieve regular annual growth of 20% to