| Marketing Tools 1998 |
| Title | Subject | Authors |
|---|
| Activating the ActiMates. | Advertising, marketing and public relations | Marshal M. Rosenthal |
| Art for art's sake? A creative approach can enhance a message, but it shouldn't be an end unto itself. (Advertising/Media)(Column) | Advertising, marketing and public relations | Bob Plishka |
| As the worm turns.(includes related article on golf course etiquette) | Advertising, marketing and public relations | |
| A welcome change.(includes related articles on e-mailing strategies and contact resources) | Advertising, marketing and public relations | Richard Cross, Janet Smith |
| Back from the brink.(includes related article on information resources) | Advertising, marketing and public relations | Arthur Middleton Hughes |
| Can we talk? Can your company benefit from building an online community? | Advertising, marketing and public relations | Robin Nobles |
| Caveat, data emptor!(businesses should know the source of their information)(Editorial) | Advertising, marketing and public relations | Josh Galper |
| Child's play: research techniques must be modified to get usable information from the younger set.(includes related article on obtaining further information) | Advertising, marketing and public relations | James McNeal |
| Coming to TERMs.(includes related article on information resources) | Advertising, marketing and public relations | Kevin Heubusch |
| Direct Marketing Association revises guidelines. | Advertising, marketing and public relations | |
| Direct response hits the road: Wireless Linking wants to connect mobile phone users with advertisers. | Advertising, marketing and public relations | |
| Do you have too many customers? Jettison your marginal customers so you can focus on the valuable ones, and reap profits. | Advertising, marketing and public relations | Bruce Kasanoff |
| E-mail by request.(includes related article on information sources) | Advertising, marketing and public relations | Claudia Montague |
| Face time.(reprinted from Business to Business Marketing: Creating a Community of Customers, 1997) | Advertising, marketing and public relations | Victor L. Hunter |
| Flame on you.(customer relations online) | Advertising, marketing and public relations | |
| From snapshots to videos: the American Community Survey will provide regular updates on the population - assuming it gets the go-ahead from Congress.(new federal census technique) | Advertising, marketing and public relations | Susan Mitchell |
| Fruit of the boom.(includes related article on resources) | Advertising, marketing and public relations | Diane Crispell |
| Going live: excitement makes for great rollouts, says Creative Meeting Services. | Advertising, marketing and public relations | |
| High tech, high touch. | Advertising, marketing and public relations | Robert Soljacich |
| Innocents abroad: overseas markets may look clutter-free and profitable, but they present a whole different set of challenges. | Advertising, marketing and public relations | Doris Walsh |
| Inside out: Corning Telecommunications Products Division solved one of marketing's thornier problems - getting end users to demand a product that's designed to be invisible.(includes related article on software brand awareness)(Cover Story) | Advertising, marketing and public relations | Marcia Mogelonsky |
| It's almost like being there; technological advances make it possible to market products or attend seminars without having to change out of your bathrobe.(Education News & Entertainment Network) | Advertising, marketing and public relations | |
| Just what the doctors ordered: the health-care industry finds that desktop mapping cures a number of marketing ills. | Advertising, marketing and public relations | Scott Hample |
| Keeping contact: mid-range sales force automation software helps companies stay in touch with new and existing customers. | Advertising, marketing and public relations | Paula Kephart |
| Keep the customer satisfied.(includes related articles on research methods and requirements) | Advertising, marketing and public relations | Laura Hansen, Karen Curtiss |
| Lessons from the front: five companies that have what it takes to become a 1:1 enterprise. | Advertising, marketing and public relations | Martha Rogers, Don Peppers |
| Make room for daddy. (more fathers providing childcare) | Advertising, marketing and public relations | Nancy Ten Kate |
| Millennial dataglitch. | Advertising, marketing and public relations | |
| Mine your own business. | Advertising, marketing and public relations | Jesus Mena |
| Packing it in.(includes related article on information resources) | Advertising, marketing and public relations | Scott Hample |
| Personalized while u wait. | Advertising, marketing and public relations | Joe Dysart |
| Point of little return?(use of point-of-sale advertising) | Advertising, marketing and public relations | |
| Primo premiums: the Motivation Show spotlights some innovative (and downright weird) ad specialties.(promotional products) | Advertising, marketing and public relations | |
| Raising the Titanic. | Advertising, marketing and public relations | Brent Swager |
| Seeing is believing.(Reprinted from Harvard Business Review, November-December 1997) | Advertising, marketing and public relations | Dorothy Leonard, Jeffrey F. Rayport |
| Senses and sensibility: human beings have five senses. Appeal to all five, and watch your mailing rise above the clutter.(direct mail technique) | Advertising, marketing and public relations | Cliff Quicksell |
| That e-mail has no clothes. | Advertising, marketing and public relations | |
| That's entertainment. (ways retailers enhance the shopping experience)(includes related article on information resources)(Cover Story) | Advertising, marketing and public relations | Dan Fost |
| The 3-D future of marketing.(Internet technology) | Advertising, marketing and public relations | |
| The age of catalogs: Abacus investigates how different age groups spend on mail-order.(Abacus Direct) | Advertising, marketing and public relations | |
| The businessperson's bookshelf: reading business books for sanity ... and the bottom line.(includes related articles on readers and recommended books) | Advertising, marketing and public relations | Laurie Brock |
| The doorway and the billboard: banner ads are everywhere on the World Wide Web, but what purpose to they really serve?(includes related article on the Internet) | Advertising, marketing and public relations | Mary Jo Fahey |
| The drive/buy equation: after a century of selling billboards like a mass medium, outdoor advertisers are using geodemographic data for target marketing.(includes related article on Department of Transportation) | Advertising, marketing and public relations | Brad Edmondson |
| The new data game. | Advertising, marketing and public relations | Richard Cross, Janet Smith |
| The once and future king.(includes related article on information resources) | Advertising, marketing and public relations | Rebecca Piirto Health |
| The personal is political.(commercial use of consumer data) (includes related articles on the Direct Market Association's customer privacy policy and information resources) | Advertising, marketing and public relations | Susan Mitchell |
| Trailblazers: early adopters can help get your new product off the launchpad. Your database can help you find them. | Advertising, marketing and public relations | Arthur Middleton Hughes |
| Virtual orders mean real packages; business alliances along the service chain can make for win-win scenarios.(FedEx's VirtualOrder program) | Advertising, marketing and public relations | |
| Virtual testing: how interactive multimedia is changing the way research is done. | Advertising, marketing and public relations | Paula Kephart |
| Websters, revised: one year can make a big difference in Net consumer profiles.(Direct Marketing Association Consumer Online Survey) | Advertising, marketing and public relations | |
| Weighing the ineffable: measuring the return on investment in brand communications.(includes related articles on example firm and strategies) | Advertising, marketing and public relations | Don E. Schultz, Jeffrey S. Walters |
| Welcome to the machine: when technology in the customer service center is good, it is very good. When it is bad, it is horrid.(Interactive Voice Response systems) | Advertising, marketing and public relations | Kevin Heubusch |
| Well-seasoned sales: Efficient Market Services rolls out a program to build seasonal packaged-goods sales. | Advertising, marketing and public relations | |
| What works on the Web? | Advertising, marketing and public relations | Matthew Cohn |
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