Q&As

TO FURTHER SHOWCASE its brands and products, Sears has appointed Norm Marshall & Associates, Inc. as its entertainment marketing partner. The agency is

Over the past year, media agencies have been frantically scrambling to save marketing as they know it. Many fear the demise of the 30-second television

Some catalogers target gift or apparel buyers. Others go after specific niches, like dog or horse aficionados, or needlepoint crafters. Some aim for a

I went to my local supermarket for cereal and milk and found 128 kinds of cereal. Shopping for khakis at a mall department store, I faced six brands,

Neoware Inc., a maker of software and appliances, plans to spend about $1 million for a 500,000-piece direct mail campaign. The effort began last month

WHILE BABY BOOMERS still have higher incomes than their younger Gen X counterparts, they are spending less at retail as their disposable cash gets eaten

Your operations workers aren’t just fulfilling customer orders; they’re fulfilling your company’s marketing plans and communicating directly with the

It doesn’t take a genius to figure out who a merchant’s best customers are: They’re the ones who shop most frequently and spend the most, of course.

If you’re like most catalogers, you do a great job of obtaining information about your customers often down to the smallest detail of each order. But