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Article: Where's the retail direct mail revolution? (part one of a two-part series) (Retail)
- Article from:
- Direct Marketing
- Article date:
- November 1, 1992
- Author:
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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While only a small percentage of retailers have embraced the concept of direct marketing, there is much to be said about their strategies. Learn what's ahead For these marketers.
(Editor's Note: Murray Raphel is chairman of the Retail Task Force of the Montreux Symposium. Attending a recent meeting in Brussels, he presented the following report on retail direct mail with his thoughts on the past, present and future. This is part one of a two-part series.)
The year was 1964. We had a little children's clothing business in Atlantic City, New Jersey. Our annual income was so small we could not afford conventional advertising. We did have names and addresses of a ...