Target Marketing

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Articles in July, 1998 issue of Target Marketing

• Freebies from the financial side. (credit card marketers use more premiums in sales strategies)
  by McLaughlin, Rachel
• Loyalty marketing: an oxymoron.(Column)
  by Orr, Alicia
• Catalog creative: the RFMP way. (recency frequency monetary product category customer database information model)(Cover Story)
  by Schmid, Jack
• Media potpourri. (adjusting media to tap foreign markets)
  by Yorgey, Lisa A.
• LatinPak targets an untapped market.
• When not to model. (customer communications research)(Cover Story)
  by Hughes, Arthur Middleton
• Outdoor enthusiasts. (potentially lucrative target market for sales of goods and services)
  by Mummert, Hallie
• An unlikely catalyst. (direct marketing and the Internet)
  by McNutt, Bill
• Cabela's moves from CHAID to CART model. (marketing research models)(Cover Story)
  by Rengle, Kimberly
• Online media buying. (Internet World Wide Web advertising)
  by Yoegel, Bob
• Nitwits! (most important people in direct marketing process)(Editorial)
  by Hatch, Denny
• Win-win upselling. (telephone add-on or cross selling)(includes related article on common problems to avoid in cross-sell programs)
  by Falzone, Mary Ann
• Better data means better results. (customer lists and database information in direct marketing)(includes related articles on utility customers, non-profit fund raising firm and privacy protocols)(PerformanceData)
• Cloning your best customers.(Cover Story)
  by McKim, Robert
• Reverse engineering. (analysis of Easton Press)
  by Hacker, Robert C.