Target Marketing articles from August 1998

Target Marketing archives from August 1998

'You can't take a laptop into the bathtub' ... and other reasons why print media isn't dead (or dying) in the electronic age.(Column)
August 1, 1998... One of my fellow staffers here at Target Marketing made that bathtub remark to me the other day when our discussion of Steven Brill's new Brill's Content magazine segued from print journalism to electronic media. I've been thinking quite a bit...

Making your way through the business media maze.(Cover Story)
August 1, 1998... Getting past the obstacles to reaching prospects where they work If you're like most of your business counterparts, you're not reading this article in your office, feet propped up on your desk and a steaming cup of coffee in hand. No, most...

The evolution of B-to-B selling on the 'Net. (business-to-business marketing on the Internet)(Cover Story)
August 1, 1998... Despite its more recent infiltration into the homes of families around the world, the Internet still remains an effective business-to-business tool. Forrester Research estimates that by 2002, $327 billion will be transacted from one business to...

Funneling sales leads. (telemarketing)
August 1, 1998... While business-to-business marketing may have similarities to consumer marketing, there are still significant differences to be considered. Perhaps one of the most important differences is the process of generating leads and turning them into...

When your customer is a committee.... (business-to-business direct marketing)(Cover Story)
August 1, 1998... In business-to-business direct marketing, more often than not, the "customer" you are trying to influence is not an individual at all. Instead, it's more likely a group of people or committee that includes both a (1) decision-maker and multiple...

Beefing up your data solutions. (list brokers)
August 1, 1998... In a recent case study provided to the National Center for Database Marketing, Reader's Digest Association (RDA) said it creates more than 40 mailings per year and distributes more than 300 million pieces per year. It has concluded that effective...

Selling service: from psychic hotlines to legal firms, service providers are carving a new media niche.
August 1, 1998... The majority of direct response television (DRTV) spots and infomercials sell products: fitness equipment, kitchen gadgets and even pillows. These items have one specific wait in common in that they are tangible things that can be shown and...

Going direct in Latin America: opportunity abounds in the "Big Mac." (direct marketing infrastructures)
August 1, 1998... A few years before the Asian economic crisis, there was a Latin crisis which forced Latin American governments to develop strategies to control external debt and inflation. Slowly but surely these policies are showing signs of succeeding. Do they...

Book club buyers: they like getting mail, and they respond - on average, every three weeks!
August 1, 1998... With an emphasis on recency, frequency and monetary value in picking who to mail to and how often to mail, book club buyers are an excellent market to target. First, they are among those receptive to offers by mail - the most important aspect in...

Housing your database: when you should use an outside vendor and how to select one.
August 1, 1998... Gone are the days when investments in a marketing database were considered steps toward building a competitive advantage. These applications have now become mandatory for marketing success. The marketing database serves as the internal voice of...