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September 2009 Issue

Target Marketing September 2009
Famous Last Words : Edit Your Stuff!
I have taken some flak for my definition of a blog: "A cross between bog and blob." By that I mean many bloggers love to clear their throats, roll up their sleeves, rub their hands together and talk about what...
Editor's Note : Long Live Direct Mail
Exaggerated predictions of direct mail's demise have come up again, the typical knee-jerk reaction to some harsh realities: Standard mail volume continues to shrink, for a total drop of 12 billion pieces so far this USPS fiscal year; direct mail...
Nuts & Bolts - Search : Beware of Competitors’ Trademarks
While many clients come to attorney Marc P. Misthal after trademark infringement already has taken place, he has plenty of advice on how marketers can avoid needing his services. The partner at the law firm of Gottlieb, Rackman & Reisman,...
Nuts & Bolts - Research : Direct Marketing a Reputation
For many consumers trying to weather the economic storm, any trust they may have had in corporations has evaporated. So finds management consulting firm McKinsey & Co. in its June 2009 issue of McKinsey Quarterly . In the article "Rebuilding...
E-commerce Link : It’s All Social
For most of us, digital marketing and e-commerce have yet to bear fruit in times of slow consumer spending and record unemployment. But digital is providing remarkably significant value for some brands. These leaders are not gratuitously rushing into realms...
Message & Media : Credibility and Trust
It doesn't matter what the economic climate is; it's always important to reassure those doing business with you. Customers need to be reassured the company they know and love hasn't and won't be going out of business, while prospects—always the...
B-to-B : You Gotta Score to Win
"Why can't I get more qualified leads?" the sales manager pleads. "You give us inquiries, but we don't know what they want, when they want it or if they are budgeted. It would help to know if they are qualified...
Nuts & Bolts - Book Club : Marketing for the Pros
"Unfortunately, too much of marketing spending—in dollars and time—is still wasted in professional services firms," write Mike Schultz and John E. Doerr, co-presidents of the Wellesley Hills Group and co-authors of "Professional Services Marketing: How the Best Firms Build Premier...
Cover Story : The Top 50 Mailers
What a difference a year makes. With the U.S. Postal Service reporting mail volume on the decline to the tune of billions of pieces, it comes as no surprise that the 2009 Top 50 Mailers list is greatly changed from...
Direct Selling : Killer Kickoffs
Your marketing efforts are under attack! They are costing more to produce and getting lackluster results, right? Your efforts must be stepped up in order to survive. In most cases, every marketing effort your company has produced could have been...
Nuts & Bolts - Case Study : Marketing Plans to Go Downhill
In a family of four, a ski vacation probably sounds fun to three of them—dad and the kids. But to mom, it sounds like packing four pairs of snow boots and skis, battling ski lesson and mealtime conflicts, and rushing...
Database : Preventing Breakups
Why? Everyone who’s ever been dumped wants the answer. Many never know the reason. But companies that use dashboards as a retention tool are not only finding out why; they’re figuring out when their beloved customers are showing signs of...