Bill Rogers

By Irene Cherkassky BellSouth leverages database precision and creative finesse to connect with the small business market. As the southeast market leader in its category, it's no surprise that communications services provider BellSouth prides itself on keeping open the lines of communication with its customers. "Listening. Answering," not only is the motto for the Atlanta-based marketer, it also offers insight into the company's top priority and the key to its success: its dedication to understanding, and then meeting, customers' needs. With this priority in mind, the company recently retooled its new customer program for its small business customers. The result is a campaign shaped

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