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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

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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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  The Issue of Imagery

  IN “On Moral Fiction,” author John Gardner claimed that there were two ways to establish your creativity: You could do something better-give it a twist

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  Wild Card Kingdom

  HERE’S ANOTHER example-although somewhat tenuous-of how e-mail marketing is working better than banner ads.In May National Geographic Interactive, Washington,

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  Fur Industry

  WHILE THE FUR industry is changing to appeal to younger customers, another more subtle-and potentially farther reaching-trend is occurring: greater corporate

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  Office Depot Goes to School

  Office Depot is using direct mail, coupons and sweepstakes to target the 6.5 million national parent-teacher association (PTA) members who buy school

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  Isn’t It Time to Swat That Stupid Millennium Bug?

  Which is a more powerful influence on human behavior, marketing or science?Based on the hoopla surrounding the forthcoming millennium, marketing is the

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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

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  >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