Target Marketing articles from March 1998

Target Marketing archives from March 1998

A guide to international terms. (mail delivery)
March 1, 1998... For first-time international mailers, learning the lingo of international mail delivery can be complex and confusing. Unlike domestic delivery, where the USPS has a monopoly, there are numerous ways to get your mail delivered overseas. Here is...

Lost at sea. (Royal Caribbean's relationship marketing)
March 1, 1998... As far as relationship marketing goes, this cruise line really missed the boat In November, my husband and I took a cruise aboard Royal Caribbean's Enchantment of the Seas. The third day into the seven-night vacation, our cabin steward left an...

Facing technology head-on. (use of information technology in database marketing)(Cover Story)
March 1, 1998... Creating a plan to make the most of the high-tech information tools available to our industry It's frightening out there, with information coming at you faster than you can flip through the E-mails, faxes, phone calls, database seminars and...

A great Dane wises up. (Bang & Olufsen A-S's direct marketing campaign)(Cover Story)
March 1, 1998... HOW DIRECT MARKETING TECHNOLOGY ENABLED A NON-DIRECT MARKETER - BANG & OLUFSEN - TO TUNE IN TO ITS MARKET In past lives, I wrote and published three novels. Although all were optioned for films, no film was ever made (sigh...). But in 1977, I...

Catalog printing's future is digital.(Cover Story)
March 1, 1998... The picture is wonderful! Just imagine, say the printers of the future, what will happen thanks to digital printing: * The cost to produce and print catalogs will drop precipitously due to the tremendous cost savings of eliminating the film...

When it's OK to cold call.... (telemarketing)(includes related articles on telemarketing tips and questions to ask to prospective customers)
March 1, 1998... IT'S TIME FOR "COLD CALLING" TO TAKE ITS RIGHTFUL PLACE IN THE BUSINESS-TO-BUSINESS PROMOTIONAL MIX In these days of slashed marketing budgets and bottom line accountability, cold calling is a good media choice when you want to generate...

It's a digital world. (digital content management in database marketing)(includes related article on questions to ask before deciding to adopt digital content management)
March 1, 1998... HOW YOU MANAGE YOUR CONTENT WILL SHAPE YOUR COMPANY'S FUTURE Maybe you print six catalog versions a year or mail 50,000 envelope packages every month. Most likely your company hoses a Web site with at least a half a dozen pages. Perhaps your...

B-to-b creative in Europe. (business-to-business direct mail advertising)(includes related article on legal and cultural issues on mail-order marketing in Germany)
March 1, 1998... 7 RULES TO FOLLOW - AND HOW NOT TO LET LEGISLATION HAMPER YOUR CREATIVITY Little differentiates business-to-business mail from consumer direct mail, even in the international marketplace. When you get down to the nitty gritty you are still...

The multi-step sales process.
March 1, 1998... HOW A PRODUCT'S PRICE AND COMPLEXITY IMPACT WHICH STRATEGY WILL WORK In multi-step selling, there are three key drivers many people ignore when they plan their campaigns. 1. The real price of the product. 2. The prospective buyer's...

Pet owners: a booming industry. (includes related articles on resources for direct marketers to reach pet owners and facts about cat and dog owners)
March 1, 1998... A person's best friend does not always stand tall on two legs; he may walk around on all four. Pets are more than just animals that we take care of, they are a part of our family, a companion, a friend. According to recent studies, households...