The B-to-B Lead Drain
WHAT COMES TO MIND when you hear the term account qualification? You may think of qualified leads, or some way of weeding through potential customers...
Remembrance of Things Goniff
THE COCKLES OF MANY A direct marketer's heart were warmed this winter by online shopping's reported fortunes. Doubtless some of the increase in business...
An Obvious Concept for DMers Marketers
I HAVE THE UTMOST RESPECT for Les Wunderman as well as for Don Peppers and Martha Rogers, but I am dismayed at the who invented LTV quarrel. Lifetime...
LETTERS TO THE EDITOR
ASK A PROFESSIONAL I had to laugh at December's Curmudgeon-at-Large column, Expedia Isn't All That Expedient. Herschell Gordon Lewis may be an expert...
The Real Issue Isn't Who Invented LTV
I CONTINUE TO READ WITH interest the exchange of opinions over Peppers and Rogers' Oct. 1 piece Return on Customer: Setting the Record Straight (Commentary,...
PRESSING ISSUES
OFFSET PRINTERS ARE coping with business realities like the rising cost of oil and employee health care as they try to stay competitive in today's market....
U.S. DMers Lag in Some Data Tasks
Where do U.S. marketers stand in terms of data sophistication? They're ahead of their global counterparts in technical knowledge but trail in other areas,...
LISTLINE
NEW LISTS Quad Off-Road Time4Media is offering the 9,295-name subscriber list for Quad Off-Road, a magazine launched in July. The publication targets...
Oink, Oink
From the Piggy Lawyers Strike Again file comes a proposed settlement in a class-action suit against Time Warner. Anyone who subscribed to Time Warner...
I'll Be Watching
WHY SHOULD YOU, AN ONLINE marketer, care about companies like Google and Apple selling video downloads over the Internet? Because I do. I'm speaking of...
Who's Calling, Please?
WHEN IT COMES to sales and marketing executives' perception of business worth, telemarketing services too often are seen as relatively low on the value...
Sales Coupes
Last Veterans Day, four affluent drivers signed ownership papers for a brand-new Porsche largely due to a direct mail campaign. Not too shabby a day's...
Who? What? Why?
FOR THIS ISSUE'S MAKEOVER WE ONCE AGAIN HAVE AN AD WITH a fairly decent message obscured by art direction that goes too far and copy that doesn't go quite far enough. I went about assessing its effectiveness in two ways: ...
Salvation Army Boosts Donations
The Salvation Army of Metropolitan Chicago is on its way to a 10% rise in donations thanks to a multichannel direct marketing campaign in the area. Launched...
The Ethicist
Whatever happened to The New York Times? The once-great paper used to pride itself on not having comics, horoscopes, gossip columns and other such tabloid...
What's Down the Road for Mailers?
WHAT CAN BUSINESS MAILERS expect this year? In a nutshell, a dollop of uncertainty and a heaping helping of change. On Jan. 8, postage rates rose 5.4%....
Are Print Catalogs Extinct?
THOSE OF US IN CATALOG LAND SEEM TO BE IN A TIME WARP that causes us to think that print catalogs can look and work just like they always have. But we...
One No-Trump
AS WE SORT THROUGH THE DAY'S ENDLESS SUPPLY OF e-mails and blogs, most of which seem to have been scattered to the wind with no thought of aiming at a...
HP's Hot Prospects
THERE ARE OBVIOUS PLACES ONE MIGHT LOOK FOR home electronics catalog prospects. Lists of electronics trade show attendees are a logical choice, as are...
Search Engines Add DM Tools
Recently Google and Yahoo! moved to offer search advertisers sophisticated analytics tools that, the engines hope, will encourage advertisers to pour...
EVENT MARKETING = DIRECT MARKETING
DIRECT MARKETERS are adept at trade show marketing. We know how to select the shows that our prospects are likely to attend. We set up plenty of meetings...
CEM Is Alive and All Too Well
Isn't it comforting? The entire marketing superstructure retailing, media advertising and online promotion is shot through with customer elimination management....
TIMELINE
Dec. 14, 2005 Experian acquired comparison-shopping site PriceGrabber.com in a $485 million cash deal. The new holding will become part of Experian's...
Add It Up
NO DOUBT YOU'VE read, discussed or thought about the idea of marketing accountability more than once. While accountability is old school to direct response...
Charms and the Man
In the old days, when Prince Ivan needed a magical gizmo to defeat an ogre or a giant, he went over the bridge and through the woods to visit Baba Yaga,...
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