Direct Marketing articles from March 1995

Direct Marketing archives from March 1995

Metromail and Aristotle Industries settle lawsuit. (Metromail Corp.; Aristotle Industries Inc.)
March 1, 1995... A lawsuit which fueled one of the biggest list industry scandals in recent memory has been settled, both parties said recently. Metromail (Lombard, IL) issued a statement that it had settled a 1992 lawsuit with Aristotle Industries Inc., a...

How come I'm never home when opportunity knocks.
March 1, 1995... Is the key to success the one big opportunity waiting or many small accomplishments realized over time? Remember the scene in the movie when the hero says, "All I need is ne good break and I'll make it!" I think about that when I watch those...

Five mistakes of frequency marketing.
March 1, 1995... Avoiding the common pitfalls of customer loyalty programs helps achieve goals while saving time and effort down the road Eleven years after Neiman Marcus launched InCircle, the first department store frequency-marketing program, the trend...

The roots of direct marketing. (part 2)
March 1, 1995... While more companies are using direct marketing than ever doesn't mean they are doing it well. Direct marketer extraordinaire Ed Nash brings us back to basics so we can grow again. In our February issue, Ed Nash warned us about the danger of...

Toward a more responsible, customer-focused marketing framework. (includes related article)
March 1, 1995... To be masterful in the matter of earning and keeping strong customer bonds, all marketers have to become skilled in achieving - with each individual customer - the most important element of all: trust and loyalty. Rivalries among different...

Information on infomercials.
March 1, 1995... The road is paved with gold if you know a logical way of mining for it. Direct marketers are hot on infomercials. And why not? If they're produced properly, infomercials are better than a personal demonstration, for two reasons: 1. No...

Getting greater involvement and interaction with electronic brochures. (Cover Story)
March 1, 1995... While marketers are waiting for new interactive media to sell their wares, the interactive disk is available now and is being used successfully by many companies. In a world of leap-frogging communications technology, interactive disk-based...

Successful marketing on the Internet: a user's guide. (part 2)
March 1, 1995... In this second of two articles, we will examine three successful case histories of companies that have prospered on the Internet. Last month, we looked at Internet marketing options and the prospect of explosive growth. Marketing people at...

In the mail. (critique of New York Review of Books direct mailing)
March 1, 1995... This month the author examines four mailings he received from The New York Boor Review. Back in the 1960s, we used to call it The New York Review of Vietnam. In the '70s, wags dubbed it The New York Review of Each Other's Books. In the '90s,...