Bob Weintzen

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

By Denny Hatch In March 1991, I received a mailing from the Direct Marketing Association (of which I was a member) with the following lead: Dear DMA Member, how many magazines and newspapers cross your desk each week? If you are like many busy direct marketers, you probably still have the last three issues of DM News [also a DMA member], along with various other trade publications, piled in your in-box. The offer was for a subscription to Direct Link that would do away the need to subscribe to any of 100 trade journals. Instead, the Direct Marketing Association (DMA) would provide "a

By Sheila Donovan Customer relationship management is one of direct marketing's hottest buzzwords. However, a key component of a business-to-consumer relationship often is overlooked. To remain competitive, direct marketers must also consider adding "privacy relationship management" to their list of things to do. Individuals around the world want to manage their privacy relationship with you! They want to understand what you want to know, why you want to know it, and what you do with this information. With whom do you plan to share it and how long do you plan to keep it? The capture of personal data for marketing purposes

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