Description: This presentation is a panel discussion from the 1991 Annual Meeting of the Society of Actuaries, held October 20-23 in Toronto. Panelists share recent success stories and emerging opportunities using direct marketing techniques to profitably grow business. They discuss developing market-driven databases, applying the integrated marketing concept, marketing with individual specific consumer information, development of new market niches, and customized product offer design. Discussion from participants is included. From the Record of Society of Actuaries, Volume 17, No. 4B.