Direct Marketing articles from February 1999

Direct Marketing archives from February 1999

SkyMall introduces e-commerce business subsidiary.
February 1, 1999... SkyMall Inc, recently announced its newly created "Skymall.com" e-commerce subsidiary, which already has hired a person the company described as a veteran Internet sales executive to head operations. The Skymall, com subsidiary will both run...

Psychology in direct marketing.
February 1, 1999... When it comes to people, you have to learn what you can, but always keep an open mind. Because just when you think you have everything figured out, someone does something you never expected. Too many direct marketing gurus profess...

J. Peterman's Arnie Cohen has expansive plans for the future.(direct marketing)
February 1, 1999... The cataloger/retailer is enhancing its abilities to dialog with its customers by investing $1.5 million to build a database system that will move seamlessly between catalog and retail consumer purchasing histories. This article is the...

Testing DMA's mail preference service ... some interesting results.(Direct Marketing Association)
February 1, 1999... How the DMA's Mail Preference Service plays out...plus, some thoughts on South Africa, and the sorry state of business-to-business. The Direct Marketing Association's Mail Preference Service (MPS) is a good public relations tool, and...

Direct marketing as strategy: a 20-year retrospective.
February 1, 1999... Today, the successful marketers are those who use direct marketing as a strategic method of marketing and who also understand every direct marketing tactic and rule. Twenty years ago, I had never heard the term "direct marketing," and...

Where to find a wealth of creative ideas.(marketing strategies)
February 1, 1999... I'm a firm believer that marketers should study industries different than their own. By venturing outside the walls of your own industry, you'll have access to never-ending levels of creative ideas. And your marketing concepts will remain...

Make your store the brand!(retail marketing)
February 1, 1999... The following six rules give you a guideline to brand your business. Consider them a starting point and then add your own ideas to create your own unique positioning. We once had an argument with a manufacturer of dungarees. He sent us...

What you should know before joining an Internet Mall.
February 1, 1999... An Internet Mall is a wise choice for those businesses who want an economical alternative to an isolated Web site. The World Wide Web represents the next and possibly greatest commercial opportunity for your business. Whether your customers...

Which way to bill your customers: by mail or electronic delivery, or both?
February 1, 1999... As the use of electronic billing becomes more popular, some marketers might want to consider integrating paper billing functions with an electronic counterpart. Electronic delivery of consumer bills is expected to grow rapidly during the...

Increasing customer value by integrating data mining and campaign management software.
February 1, 1999... Tightly integrating the two disciplines presents an opportunity for companies to gain competitive advantage. To be successful, database marketers must, first, identify market segments containing customers or prospects with high profit...

Marketing leverage: small changes, big results.
February 1, 1999... The difference between success and failure, between business mediocrity and game-winning profitability, is often just a tiny improvement at the edge of what you are doing. Towards the end of the great movie Bull Durham, "Crash" Davis tries...

Making money with information.(database management)
February 1, 1999... There is no question we have made significant progress since 1980 but I think we are only at the beginning of the Information Age. The basis for my opinion is very simple. We still do not know how to make money with information. This is...

The 16 biggest myths in marketing.
February 1, 1999... There are more than enough marketing myths than can ruin your marketing plans. The author alerts you to some of the biggest. Myth #1: "Sure you'll get lots of direct orders - you have no competition, you'll be the only mail-order ad in the...