Norm Thompson

LOOK TO THE BASICS TO TURN A MARGINAL YEAR INTO A SUCCESS By Heather Maylander It is that time of year when everyone is forecasting, predicting and projecting that all important fourth quarter sales number. How much will 2001 holiday sales be up over 2000 sales—8 percent, 5 percent, 2 percent? The naysayers will start to question whether they will even be up at all. What market segments will be hot? What will be the must-have cool gift that will headline every morning talk show? Direct marketers, too, are in the middle of the fray, depending on fall and holiday mail campaigns to

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