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THIS IS PART TWO of an excerpt on relationship marketing from the upcoming third edition of David Shepard Associates’ “The New Direct Marketing” (McGraw-Hill).Much

This CD-ROM Is a Cherry . . . Coke Some technology-infused promotional options deliver high-perceived-value to consumers at low-ball costs to marketers.

What makes a winning promotion? What goes into a campaign that builds sales and market share beyond all reasonable expectations, contributes to brand

Marketers in the U.S. spent an estimated $1.08 billion on promotion research in 1997, mostly on scanner data and analysis to track package goods promotions.Worldwide

Marketers spent $24 billion on premiums in 1997, with growth in consumer and business-to-business premiums boosting the category 6 percent. The segment

CONWAY, AK – Acxiom Corp has agreed to acquire May & Speh Inc., a direct market competitor, for stock valued at $17.44 a share or about $625 million,

Brad Burmaster recalls the day two RJ Reynolds sales reps visited the construction site of his new store, Light House, in suburban Chicago. The hardwood

EDISON, NJ – Any Teddy Bear can make you happy, but it takes a special one to make you rich.In celebration of 100 years of business, plush toymaker Gund

The technology-ruled interactive marketing movement is in a state of hyperactive growth. Every time one looks at it is not only larger but has changed

NEW YORK – Mergers, acquisitions, and buyouts in the direct marketing industry grew 99 percent during the first quarter of 1998 over same period last