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The PowerPoint presentation surprised Joe Crosby. But the ripple effect it produced really knocked him for a loop. Crosby manages the DoubleTree Club

Corporations are all ears as the consumer call for philanthropy gets louder. Now, it’s even better to give than to receive. While that old philosophy

Marketers have three primary tools to sell product: Advertising, Trade Promotion, and Consumer Promotion. Collectively known as the Marketing Mix, these

The marketing team at 7-Eleven just couldn’t wait until July 11 to get the chain’s 75th birthday party started. And with good reason. The world’s largest

Better Letters At the risk of committing phariseeism and extending Herschell Gordon Lewis’ 12 commandments for sales letters to 150, I’d like to add three

Unitrin Direct, a unit of insurer Unitrin Inc., had an operating loss of $7 million in fourth quarter 2001, compared with an operating loss of $2.2 million

West Marine has tested a concept that could knock catalog marketing on its ear: an electronic catalog that mimics a hard-copy catalog to the letter. The

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

DESPITE THE FALTERING ECONOMY and corporate reluctance to invest in equipment, Cisco Systems is under way with a $100,000 multimedia push to generate

A CALL CENTER often plays the most important yet least appreciated role in the success of a direct response campaign. Maybe that’s why choosing a call