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
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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Agencies
National Semiconductor Launches Online Services
Surprising though it may seem, it took until just last month for one of the world’s leading technology companies to jump on the electronic ordering and
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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
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
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Agencies
Campaign Targets Indulgent Dog Owners
Heinz Pet Products, St. Louis, will send out samples of Pup-Peroni later this month. While Heinz has been making the dog treats for 10 years, the campaign
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Agencies
Just be yourself: HICKORY FARMS
When Hickory Farms decided to launch its Web site three years ago, some thought the catalog should feature more exotic fare than the hearty staples that