They are the fearless guardians, the tireless playmates, the sentient guides, the most loyal companions, and for some lucky people, the ultimate go-fors. Whether it's a pure-blooded poodle or a mangy mutt whose only claim to fame is a ratty old bandanna, if it's nose is wet and it's tail is wagging, it's probably loved by someone. A study by the American Pet Association in 1998 found that of all the dog owners in the United States, more than half are more attached to their pets than to at least one other human being. They are all things to more than
Millard Group Inc.
Back In the earlier part of this century, direct marketing didn't even have a name. Over the years, more and more disciples became devoted to this super-focused method of reaching and selling customers; eventually direct marketing drew enough of a following to earn its own professional association and a trade journal. However, only in the past five years has direct marketing fanned out to touch nearly every company across this country—and even the world. For those who started out in this "industry," there weren't any college classes, associations or experts to learn from. No companies ran workshops, seminars or full-blown conferences on creating effective