George Pratt

By Lisa Yorgey The whole of Congress reads it, and its subscriber file reads like a Who's Who of corporate America. Housed in a renovated military arsenal located a few miles from Harvard University's main campus in Cambridge, MA, The Harvard Business Review has been helping its readers improve the practice of management for eight decades. First published in 1922 by Harvard Business School Dean Wallace Donham, the Harvard Business Review is the flagship of Harvard Business School Publishing (HBSP), a wholly owned subsidiary of Harvard University. Meeting the needs of its blue-ribbon subscribers is paramount. "Content is always first—across all media," attests

What's colder than contacting a cold prospect? Contacting a cold prospect using an untested list, an untested offer and an untested medium. To avoid a big chill when it comes to response, some e-mail marketers are taking several steps before they jump into the hot technique of e-mail marketing. Why? E-mail list rental options are still limited, so direct marketers are exploring how to push existing e-mail lists—their own and rentals—to the limit through multi-step roll-outs. Two Web catalogers—Harvard Business School Publishing and N2K's Music Boulevard (which merged with CDnow in March)—show how this approach to Internet marketing led to successful e-mail

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