DM promotion targets resellers

Article Abstract:

Manufacturers of high-tech products can use direct marketing methods to sell their products on reseller channels. Direct marketing techniques, however, can only be successfully used when the message is carefully formulated and accurately targeted to a degree just enough to motivate reseller sales representatives. One successful program is that of Toshiba North America, which used a combination of product promotion and traditional marketing elements to boost desktop sales by 6% on the reseller channel.

Marketing

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Lifetime value is more crucial than sales

Article Abstract:

Marketers can only build long-term relationships with customers if such a relationship is beneficial to customers. Modifying the behavior of customers in such a way that they become loyal without putting too much pressure on costs lies behind every successful marketing scheme. Oftentimes, the biggest opportunities lie in the second and third quintiles of a segmented customer base.

Customer Relations

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Magazine metrics: advance or retreat?

Article Abstract:

A study on decision of Time Inc. to reduce Time Magazine's rate base with relation to audience metrics is presented.

Periodicals, Analysis, Marketing, Periodical publishing, Company marketing practices, Time Inc., Periodical circulation, Time (Periodical)

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