Tracking May Avoid Customer Defection
IT'S POSSIBLE FOR a company to show increases in both revenue and its customer base and still have a poor retention program.That's the opinion of Carla
Articles by Chief Marketer Staff
Anniversary Songs
TWO VENERABLE LIST companies are celebrating their 20th anniversaries this month-proof that there is such a thing as stability in direct marketing.One
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
Directnewsline
Reader's Digest Plans Global Change THE READER'S DIGEST Association, Pleasantville, NY, is planning a global reorganization aimed at revitalizing the
Singing a National Anthem
AFTER AN ENCOURAGING test launch in California and the Pacific Northwest, cataloger Moon Song went national last month with a 100,000-piece mailing.Owner
This Month in 1992
AS PART OF DIRECT's 10th anniversary celebration, over the next four issues we'll share what was making direct marketing headlines during our first decade
I Went to College for This???
UNTIL YESTERDAY AFTERNOON, I had planned to write a nice docile column about branding successes.Maybe I'll be docile next issue.A few months ago, I received
>From Soap to Nuts
ACTRESS SUSAN BATTEN is best known for her role as Luna Moody Holden on the soap opera "One Life to Live." But she's recently taken on a new role-catalog
B-to-B Sales Slowly Rising
LIKE THE TORTOISE that won the race, business-to-business sales are moving ahead slowly but surely, according to results of a survey presented at this
Two Seattle Utilities Get Bright Idea
WHILE MARKETERS gathered in Seattle for the National Center for Database Marketing conference and listened to theory and case studies, two of the state's
