Rose Harper on lists. (17 tips on marketing lists)(Cover Story)

Target Marketing | September 1, 1995| | Copyright

EDITOR'S NOTE: Rose Harper, who, with a twinkle, has given herself the splendid title of "Chairman Emerita" of The Kleid Company, is one of the pioneers of direct marketing. She began in the days when the list business consisted of just 13 brokers and a total of 300 lists. Her 1986 McGraw-Hill book, MAILING LIST STRATEGIES: A Guide to Direct Mail Success, remains a landmark publication that should be read and referred to by every serious direct marketer--seasoned pro and neophyte alike. The following is excerpted from the book and from an interview in The Kleid Company offices ...

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