One-to-One Marketing and the "Shot Heard 'Round the World"
In short, creating databases is not the same thing as creating sales, loyalty and profits—or creating wants.
Denny Hatch, consultant and freelance copywriter, founder of Who's Mailing What! (now Inside Direct Mail) and former editor of Target Marketing, is the author of "Method Marketing" and "2,239 Tested Secrets for Direct Marketing Success." He can be reached at www.methodmarketing.com or firstname.lastname@example.org.