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Article: Mail order top 250+. (11th annual statistical and qualitative survey of US businesses using mail order methods of selling)(includes related articles) (Cover Story)
- Article from:
- Direct Marketing
- Article date:
- July 1, 1992
CopyrightCOPYRIGHT 1992 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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1991 mail order emerge d out of a year of recessionary moderated growth rates from 0 percent to 4 percent robustly considering the austere economic and regulatory environment.
There were no major casualties, either for individual segments or for major individual companies as many would have expected. The ability of mail order to have survived the economic ordeal of 1991 is a tribute to the pervasive adaptation of smart marketing technology.
Many companies turned to database marketing to help in weathering the storm by shifting from prospecting to customer-base circulation. Many successfully implemented inbound and outbound telemarketing to lift response ...