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THIS IS PART three of an excerpt from a chapter on relationship marketing, from the upcoming third edition of David Shepard Associates’ “The New Direct

SONY PLAYSTATION UNDERGROUND has been anything but subterranean when it comes to reaching its audience.The subscription-driven club-for video gamers who

Office Depot is using direct mail, coupons and sweepstakes to target the 6.5 million national parent-teacher association (PTA) members who buy school

TO LIST PROFESSIONAL Rosalie Bulach, the newly designed first class stamp issued to raise money for breast cancer research held hope for two causes-the

IT’S POSSIBLE FOR a company to show increases in both revenue and its customer base and still have a poor retention program.That’s the opinion of Carla

BELL ATLANTIC is rolling out a business-to-business retention program in New England that had its origins in New York in 1995. The telecommunications

TO JUDGE BY the way share prices for the sector are dropping, the boom in telemarketing in the United States is over. Whether this is the result of overoptimistic

Reader’s Digest Plans Global Change THE READER’S DIGEST Association, Pleasantville, NY, is planning a global reorganization aimed at revitalizing the

LIKE THE TORTOISE that won the race, business-to-business sales are moving ahead slowly but surely, according to results of a survey presented at this

Rather than debating marketing tactics, imagine the brand or promotion manager as the “author” of the marketing “sentence.” The “noun” is the brand. Attached