Don't lose sight of the nagging details

Article Abstract:

Catalog companies have at their disposal the latest in database technology and list strategies, but the best-intentioned marketing programs can go array due to small, overlooked details. Marketers are advised to check first if their copy talks more about the company rather than about the products or services. Second, a personalized campaign can go wrong in many instances such as misspelled names or wrong titles.

United States, Electronic Shopping and Mail-Order Houses, Mail Order Houses

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Schering-Plough's direct mail effort builds relationship marketing

Article Abstract:

Schering-Plough's continues to create more aggressive direct mail program for its Claritin franchise for allergy drugs in an effort to maintain and build customer relationships. Included in the 1999 FallManac package are a brochure with eight pages of tips, recipes and descriptions of fall activities, a rebate coupon and an insert from the Asthma and Allergy Foundation of America.

Pharmaceutical Preparation Manufacturing, Antihistamine Preparations, Schering-Plough Corp.

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