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MARKETING MIX: COMMENT; Burying heads in sand won’t stop direct marketing

22 Feb 1996 | by DRAYTON BIRD

When the jamborees of the US Association of National Advertisers and the US Direct Marketing Association took place last year, the former attracted about 500 - and was so dull even Advertising Age noticed. The latter pulled in about 10,000. These numbers reflect a trend which has been going on for years,...

CUSTOMER DATA: Security counsel

22 Feb 1996 | by KAREN FLETCHER

As the direct marketing industry has grown, so too have concerns about the safety of the information it collects. Karen Fletcher asks how marketers can allay consumer fears and thwart the hackers who steal their data

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