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Target Marketing articles from December 1996

1,962 total articles

Target Marketing is a magazine specializing in Marketing topics.

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Target Marketing archives from December 1996

Direct marketer of the year: John Peterman.(Cover Story)
December 1, 1996... Summer surprised us, coming over the Starnbergeresee With a shower of rain; we stopped in the Colonnade, And went on in sunlight, into the Hofgarten, And drank coffee, and talked for an hour. - T.S. ELIOT THE WASTE LAND Everything is bathed...

He broke the rules and won. (direct marketer John Peterman's marketing style)
December 1, 1996... HOW JOHN PETERMAN IGNORED ALL ACCEPTED RULES OF CATALOG COPY AND DESIGN AND STILL CREATED A WINNER Ask any expert, and they'll tell you the J. Peterman Company catalogs break all the long-established rules of copy and design. John Peterman...

Focus on the prospect. (telephone marketing tips)
December 1, 1996... THE SCRIPT IS ONLY A TRAINING TOOL (Editor's Note: The following was excerpted from "Rules for Capturing Response by Phone," a chapter by the author included in Rules for Direct Marketers, by Denny Hatch and Don Jackson, to be published in...

Kill seven with one blow. (direct marketing to businesses)
December 1, 1996... HOW GIFT AND FOOD CATALOGERS CAN MAKE BETTER USE OF BUSINESS LISTS Did you ever read the fairy tale about the tailor's apprentice who "Killed Seven With One Blow?" Whether you have or not, the imagery illustrates why many catalogers now seek...

Reaching home-based businesses. (direct marketing tips)
December 1, 1996... WHERE TO FIND THE NAMES One memorable aspect of the U.S. economy during the early 1990s: the number of loyal corporate executives put out on the streets. As a result of corporate "downsizing," the number of home-based businesses increased. At...

A game of logistics. (global delivery network development for direct marketers)
December 1, 1996... SETTING UP YOUR GLOBAL DELIVERY NETWORK, STEP BY STEP How do you set up a global delivery network? "Like you would eat an elephant, one piece at a time," replies Marilyn Sacrestano, director of distribution operations at McGraw-Hill. "Look at...