Description: This article looks at the question, Should the direct mail marketer sell products until the point at which the cost of the NEXT sale exceeds the marketing allowance for the product or until the point at which the AVERAGE cost of all sales exceeds the marketing allowance for the product?

Description: This article discusses how a prospect passes from step to step through the sales process until becoming a customer, and how brand plays a significant role in that process.

Description: Chairperson’s column discussing the Marketing and Distribution Section initiatives.

Description: This article focuses on how to create a better relationship between marketing and legal departments using a four step strategy.

Description: This is an article about baby boomers and marketing communication. From News Direct, May 2006, Number 53.

Description: This article discusses the use of product databases to increase response rates from direct mail campaigns. The concept includes renting name lists for a year, appending demographic information, and using a model to better target prospects.

Description: This article states that the 40/40/20 rule, 40 percent to proper audience selection, 40 percent to the product or offer, and 20 percent to creative strategy and execution, still applies in an internet world. The article reviews the 7 deadly sins of direct marketing.

Description: In the face of declining response rates from direct mail campaigns, the author suggests use of the internet to generate leads will be much more efficient and successful.

Description: This article is a review of the book, Insurance Coverage for All...And How Insurers Can Afford To Provide It, by Maria Thomson. The book focuses on the lack of penetration by life insurance companies into the middle market noting the issues and providing suggested solutions.

Description: This article looks at new point of sale technology and how it can assist in selling to the middle market.