Q&As

Bad practices have turned outbound telemarketing from an effective DM vehicle into a monstrous mass medium

The Direct Marketing Association Board of Directors adopted new guidelines this week for advanced consent marketing. The guidelines will have a major

Tim Litle has created a new endeavor with a familiar name. The venture, Litle & Co., is offering credit card processing services.

In mid-September HP mailed its first catalog since the Compaq Computer/Hewlett-Packard merger. The book went to 2 million businesses gleaned from both

Customer relationship management gurus have integrated billions of bytes of customer data from dozens of divergent databases and spent hundreds of millions

Alawsuit has been filed against Cross Media Marketing Corp. board members, alleging that the firm misrepresented its financial position. The suit, filed

BUZZ OFF The Makeover Maven is one of my favorites in DIRECT. I also enjoy reading the replies Tom Collins receives about almost every makeover on the

Sam was a brilliant marketer someone who knew how to integrate his efforts with the public relations department to create effective marketing programs.

Cricket Wireless will start its first major direct mail campaign this month. The firm, which up to now has relied mostly on mass media TV spots, will

This article is excerpted from the newly revised and expanded edition of Lois K. Geller’s book, Response: The Complete Guide to Profitable Direct Marketing,