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PACKAGED-GOODS MARKETERS MAY BE GUILTY OF PRODUCING parity products. As for their database marketing, the approaches are becoming increasingly individual. Of those companies who are in it for the long [...]

In the past two decades, butcher shops and comer five and dimes have given way to huge superstores selling everything from spaghetti sauce to snow shovels, with aisle upon aisle [...]

Let's get personal If you believe what the futurists are saying, the technology of tomorrow (or maybe the day after) will allow marketers to pinpoint consumers with print advertising that [...]

Marketing from the heart A lot of companies are in the unproductive process of reinventing the wheel these days. They call it database marketing, and proclaim it to be THE [...]

In the ever-present search for new sources of mailable names, many direct marketers have discovered the advantages--and pitfalls--of public databases. Created from direct response and compiled data sources, public databases [...]

MYTH VS. REALITY RETAILERS MOVE UP TO DATABASE MARKETING Retailers have long held the belief that what works for direct marketers doesn't necessarily work for them. Even while mail order [...]

HEWLETT-PACKARD UPGRADES ITS CUSTOMER SERVICE SYSTEMS IT'S A SIMPLE CONCEPT, REALLY: Treat a repeat customer like you've heard of him before. A customer service rep at a call center asks [...]

The polls are closed and the results are in: Telemarketing automation is winning by a landslide for the Republican Party of Minnesota. The predictive dialing system at the party's 20-station [...]

Occasionally there are articles in the trade and academic press about the relative merits of neural networks, logistic regression and what I'll refer to as relatively simple but structured RFM [...]

The video giant gears up with a new tool Blockbuster Entertainment is in trouble. Though earnings keep growing because it keeps adding new stores, in 1996 its operating income fell [...]

The ultimate goat: making strategic decisions There's no such thing as bad use of a database, but you'll never get full value if you don't continually seek new ways of [...]

Equifax may have pulled the plug on Buyer's Market as a business opportunity, but the idea of a consumer preference database is still alive. Keith Wardell, who headed the project [...]

When is a Geo owner ready to trade up to a Buick or even a Cadillac? By putting all its automotive divisions' customers in one database, General Motors Corp. hopes [...]

Trouble brewing in the beer market Coors readies pre-emptive move with database-building operation GOLDEN, COLO.--Beer marketers are facing a fuzzy future. An increasingly competitive market is bad enough, but the [...]

Rewarding loyalty Identifying, then holding on to loyal customers is database marketing's challenge for the '90s Back in 1981, American Airlines came up with one of the first frequency marketing [...]

The |compleat' marketer Seasoned pro avoids truckloads of numbers in building client database ROLLING MEADOWS, ILL.--There are good marketers and there are mediocre marketers. To Janet Horn, the difference is [...]

The strategic approach in Europe When Thomas Alva Edison invented the cylinder gramophone, he called a number of friends and colleagues together for the demonstration and played them a recording [...]

7-11 to sink big bucks in frequent shopper club DALLAS--The Southland Corp., parent of convenience store chain 7-Eleven, is about to launch one of the most extensive database marketing programs [...]

Once retailers catch up, watch out! Many observers have commented on the 'tortoise-and-hare' quality of the race between direct marketers and general marketers in establishing marketing databases. In this scenario, [...]

Co-op database provides analysis opportunities for publishers For catalogers, RFM (recency, frequency and monetary) analysis is still a powerful list prospecting and continuation mailing tool. But catalogers are also turning [...]

Hyundai Motor America hopes to sell spare parts and build its $150-million-a-year North American business through an extranet system for dealers. The Korean automaker's domestic unit will unveil a Web-based [...]

Becton Dickinson's overlay data comes from customers Even in a narrow niche such as diabetic customers, information can provide a competitive edge. Acknowledging this, Franklin Lakes, NJ-based medical supply company [...]

To most successful business-to-business marketers, a database is more than just a mailing list of customers and prospects classified by SIC, company size and number of employees. A true database [...]

A few years ago, Smith & Wesson commissioned The Gallup Organization to conduct a research project about market direction and potential. Gallup identified one market segment with the greatest percentage [...]

|Big 6' firms push database consulting CHICAGO--The name Ernst & Young no doubt brings accounting and tax audits to mind. But for its blue chip client roster, which includes Mobil [...]

Database puts tech firm in the chips TUCSON, ARIZ.--A semiconductor is: a) a short railroad man, b) a commodity product that sells for about half a buck, c) drives the [...]

Levi's tries on second 800-number campaign, looks ahead to database marketing Teens happy to tell what they do in their 501s SAN FRANCISCO--How do you get teenagers to talk about [...]

Database marketing? Not if you're in a hurry They started out as somebody's great ideas. Through an attractive, personalized package containing barcoded, cents-off coupons individually geared to your interests and [...]

Anne Klein II--|At Your Service' interactive program reaches past retailer Anne Klein II has shaken up its fashion manufacturing counterparts by being the first in the industry to reach beyond [...]

For an industry purported to be skilled at targeted marketing, it's somewhat surprising to discover that some of the top direct marketing companies agree that mailers are not using their [...]