Gooseberry Patch

COOs Reveal Current Challenges & Strategies (1,317 words)
February 1, 2003

Reported by Alicia Orr Suman All direct marketers are faced with the same ongoing challenge of fulfilling customers' orders in a timely, accurate and cost-efficient manner. Today, that challenge is coupled with the increasing pressures of a difficult economic environment. To succeed now requires operations executives to keep one eye focused on controlling or even cutting costs in the warehouse and customer service center—while keeping the other eye on providing customers with ever-faster and more accurate service to stay ahead of the competition. Four chief operations executives from different types of companies—a seller of industrial clean-up products, a vitamins manufacturer and marketer, and

Don't Forget Sound Marketing
March 1, 2000

by Pat Friesen Marketers are excited. So are consumers. What's the cause for all this excitement? E-commerce. Marketers recognize the opportunity to broaden their share of the market with e-commerce. Consumers are intrigued by the promise of online convenience, the myriad choices and outrageous deals. So as a direct marketer whose success is rooted in direct mail, what should you do? Should you have a Web site and use it as your base for doing e-commerce? Should you forget about direct mail? Or do you integrate your direct "snail" mail advertising with your Web site and, if so, how? Here are four tips on