Strong results on Main Street are translating into market-beating returns on Wall Street for consumer direct marketing companies.Over the 12 months ended

A FEW TRENDS have come to light in our semiannual roundup of new database products. Most strikingly, the advent of increasingly powerful desktop computers

There was a time not long ago when marketing decision makers regretted they didn't have enough information.In the world of information, especially database

Marketers use several terms-ROI, profitability, lifetime value and RFM-as if they are synonymous. They aren't. Each has its own special use in database

Ritchie Fliegler didn't start out playing guitar. His first instrument as a kid was violin. But somewhere along the way he picked up guitar, the same

Whether it was due to clients' insatiable desire for measurable results, a new urge to drive brand image with premiums and contests, or simply a thriving

Most would agree that fulfillment is not one of the more exciting ends of the promotion business, yet few could deny that 1997 gave the industry's workhorse

If you own a large active or inactive customer file and you're not building custom list rental models for potential list users then you're probably missing

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

If a tree falls in a forest and there is no speech recognition software around, does the impact of the tree on the ground make a sound?The question is