Lisa Yorgey

By Lisa Yorgey The die is cast before the first query runs. "A marketing database is only a tool. As such, it's not a panacea," points out Bernice Grossman, president of DMRS Group, a New York-based database marketing consulting firm. No matter how much money is invested or how many hours it takes to build, a database is only good if it is used. A database needs to be efficient for what you need it to do. Because different users have different needs and requirements, "you have to build it with an eye for how it will be used," explains Cyndi Greenglass, president of

By Lisa Yorgey U.S. Catalogers marketing in Japan May have been deflated by recession, but they are not defeated. In the mid-1990s, direct marketers sought riches in Japan much like the miners of the California gold rush. The yen reached an all-time high against the U.S. dollar in 1995, and Japanese consumers indulged their appetite for American goods. With an exchange rate of approximately 85 yen to $1, it was incredibly inexpensive for Japanese consumers to buy merchandise from U.S. catalogers who, in turn, were selling American products in Japan hand over fist. The U.S. mail-order frenzy also was perpetuated by the Japanese

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

By Lisa Yorgey This January, the German government announced its plans to scrap two laws that have been thorns in the side for direct marketers doing business in Germany. Enacted in the protectionist era of the 1930s, the first law limited companies from offering consumers discounts of more than 3 percent. The second piece of legislation, which has attracted a good deal of press coverage in the past few years, was its bonus gift act. This law forbade any free giveaway of significant value with a purchase. U.S. cataloger Lands' End was most notably affected by this piece of legislation. Following the launch

By Lisa Yorgey When Peruvian Connection decided to tackle the German market it realized the launch would be "trickier" than its earlier entry into the United Kingdom because of language differences and a different approach to paying for mail-order goods, reports Annie Hurlbut, CEO and co-founder of the Kansas-based catalog. While it has hit a few bumps in the road, the cataloger has used its experience to grow its European operations. Although Peruvian Connection didn't launch its first international catalog until 1994, Hurlbut maintains the cataloger has been an international company long before its first venture into the global market. As its name

By Lisa Yorgey The pursuit of good health is as universal as the common cold. So when Rodale's book division identified the opportunity international markets held, it choose a product with widespread appeal—"The Doctors Book of Home Remedies." Its plan: to build off its U.S. success, market by market. The Embarkment The rule of thumb in international direct marketing is if a product does well in the United States, it will likely do well overseas. This made "The Doctors Book of Home Remedies" an ideal product to launch into global markets because it had already sold more than 12 million copies in the United

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