Q&As

Computer direct marketer Gateway Inc. sent out more than 1 million e-mails to its customers last month as part of a multimedia effort tied to the Winter

IT WAS A PLEASANT EVENING in San Francisco last August when John Lieberman and Jim McKenna headed to Blockbuster to peruse the shelves. Returning home,

T7 Enterprises, which arranges business mergers and acquisitions, has generated a 2.1% response rate with a $236 direct mail campaign. And it’s on the

As catalog and Web marketers, you need to understand the role and importance of numbers in driving your business. Comprehending everything you can about

Like college roommates, Kraft Foods and Coca-Cola Co. always get together for the Super Bowl. This year, they invited 150 of their closest friends to

WHENEVER MARKETERS ADD CHANNELS, launch an interactive DM program or deploy CRM initiatives, they can expect dramatic growth in the number of online customer

AT FIRST BLUSH, customer relationship management in the business-to-business arena is similar to consumer CRM. Both focus on efforts to maximize the long-term

CUSTOMER RELATIONSHIP MANAGEMENT has been a major business movement for several years. Most organizations are convinced of the value to be gained by focusing

FINGERHUT MAY HAVE BEEN HURT by the economy and its own mistakes. But it was really a victim of merger mania. Federated, a sort of holding company for