ADBERTISING CONGLOMERATE Young & Rubicam Inc., New York, agreed in April to acquire database marketing agency KnowledgeBase Marketing Inc. for $175 million

THE TV GUIDE Magazine Group has created a new position for director of database marketing, and has tapped David Bernard-previously the managing director

IN A RECENT issue of Forbes magazine, Andersen Consulting's chief executive and managing partner George Shaheen said: "The changes coming in the next

THINK YOU'LL NEVER need to get permission before you mail to consumers? Think you'll always be able to choose whether you can utilize telemarketing? Think

A couple of years ago, Scottsdale, AZ-based Premium Cigars International Ltd. latched onto a pretty nifty idea: With cigars already fast becoming a yuppie

"I'M SORRY, I know you need this customer profile report, but it requires adding a new data source. The marketing database design specs were frozen in

BELL ATLANTIC is targeting Internet users with two direct mail campaigns. One promotes BellAtlantic.net as an Internet service provider (ISP); the other

Warner Home Video This list identifies 84,990 video buyers. These individuals responded to television advertisements and rebate offers from retail purchases.Cost:

THE ONLY thing keeping a Sam Goody rewards program begun in 1994 from giving away the store was that it was so poorly managed that participants-almost

THERE'S always something frustrating about a campaign with untapped potential. But what often makes matters worse is that the campaign isn't bad. It's