Strategy

I am frustrated and I can't be the only one...
May 7, 2008

"I am frustrated and I can't be the only one. I've written about this topic before and it isn't improving. Either companies should bring their call center staff back to North America or develop better protocols to handle North American customers."

A New Beginning for Sears
May 1, 2008

Big retailer Sears Holdings Corp. is turning its flagship Web site, Sears.com, into a shopping site that could offer more merchandise, more categories and more features than its legendary Big Book. In the past few months, Sears has added more than 250,000 music offerings, movies and video games to the site; opened an online software boutique for downloading programs for taxes, graphics, finances and computer security; and recently began selling books online for the first time.

Energize Your Offer
May 1, 2008

If you want to improve results for your promotions, your offer is one of the first places you should look to make changes. Offers are central to direct marketing. Strip away the techniques, formats and tactics, and you’re left with people accepting or rejecting offers.

Tuned In
March 1, 2008

TV Guide certainly has gone through a transformation. The publication — a division of Gemstar-TV Guide International, a leading media company based in New York — has morphed from a journal used by consumers solely to check TV listings into a full-on entertainment publication.

Big Kids
March 1, 2008

If you’ve been in the world of direct, digital or interactive marketing for a while, you’ve probably heard of Jerry Shereshewsky.

Bang & Olufsen - A Great Dane Wises Up
March 1, 1998

Who are Bang & Olufsen buyers? In the mid-1990s, Bang & Olufsen began an aggressive campaign to expand its share of the audiophile market. When building a business, it's a good idea to (1) know who your customers are and (2) go where they are. At the time Bang & Olufsen was operating on the assumption that its typical buyer was a single professional male between the ages of 25 and 30 with an average income of $50,000. Wrong. For example, at the time we bought our first B&O rig, I was 42; when we bought the table model 15 years later I