Business Services Industry
Akron, Ohio, university opens direct marketing institute.
Knight Ridder/Tribune Business News, November, 2004
By Mary Ethridge, Akron Beacon Journal, Ohio Knight Ridder/Tribune Business News
Nov. 4--Direct Marketing. In the minds of many Americans, the term conjures images of dinnertime sales calls, pop-up ads and overstuffed mail boxes.
Dale Lewison, chairman of the marketing department at the University of Akron, knows the field has a somewhat unsavory reputation.
"We need to alter the perception of the industry," said Lewison.
And he's starting his campaign on the fifth floor of the former Polsky's department store in downtown Akron, which now houses several other UA operations.
The top-floor space, which had been used for storage, has been converted into UA's new Gary and Karen Taylor Institute for Direct Marketing,...
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