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PROFILE: Fuller's - Making ale cool again. Fuller's marketing manager James Whelan explains how

By JAMES WHELAN, 31 December 01, 12:00

If real ale wasn't naturally flat, the fact the bitter market has lost its fizz in recent years ... , marketing services manager of London's oldest brewery, Fuller, Smith 2 million above-the-line TV ad ... -draw marketing. "To me these are all bona fide, successful DM techniques," he adds. These include at ...

NEWS ANALYSIS: Charity needs to begin at home - Marketing communications charity NABS can help

By MELANIE MAY, 31 December 01, 12:00

everyone covered by the broad umbrella of the marketing communications industry, from those in advertising and PR, to sales promotion and, of course, direct marketing. Although the charity is at the disposal of the entire marketing communications industry, according to director Kate Harris, about 20 per ...

. But how good is it at marketing itself? Rachel Barnes reports

By RACHEL BARNES, 31 December 01, 12:00

their finely-honed skills to direct market themselves, putting to the test the very reputation they live on. Inter-industry direct marketing can clearly be a bonus as suppliers have the chance to practise what ... marketers should approach their own direct marketing with the same vigour as those of their paying ...

and shopaholics ... Peter Crush asks marketers exactly who would make it on to their ultimate mailing list

By PETER CRUSH, 31 December 01, 12:00

easier. But take a look at what some direct marketers have been up to recently and the picture is somewhat different. Honda's direct marketing manager Matthew Coombe is working with Team LGM ... of the year, but they finish by being marketed to death by cash-strapped list owners." Everyone ...

of customers' increased expectations. But what can marketers do to bring them up to scratch?

By MELANIE MAY, 31 December 01, 12:00

specialist HR consultancy, to oversee a complete market research project to help it improve relationships ... complaining? Alistair Welham, marketing director of Mercedes-Benz Direct, which sells new and used ... new customers rather than focusing on retention. Michelle Henderson, head of direct marketing ...

BENTLEY CASE STUDY: The Rich List - When Bentley devised bespoke marketing to match its cars

By HOLLY ACLAND, 31 December 01, 12:00

One-to-one marketing may be a useful catch-all phrase to describe the principles behind direct marketing, but most would agree that the concept is little more than fantasy at its purest level. One ... concerted direct mail push was in January last year, following the appointment of a new UK marketing ...

Forum venue

31 December 01, 12:00

Next year's Direct Marketing Management Forum, which brings together suppliers and marketers, will take place at Belton Woods Hotel in Lincolnshire on 4-6 November. For further information, call Forum Events on 01920 444202. ...

MOVING UP: Career ladder - Appointment at The Preference Service

31 December 01, 12:00

Sam Simon is the newly-appointed commercial director at The Preference Service. He joins from direct marketing agency MBO, where he was its financial director for seven years. He has also worked at the Network Marketing Group and DIA Design Consultancy. ...

RBS campaigns

31 December 01, 12:00

River has been appointed to run The Royal Bank of Scotland's direct marketing campaigns for its commercial services division. River won the account, worth 2 million, after a three-way pitch. ...

IDM Fellows

31 December 01, 12:00

The IDM has announced its Fellows of 2001. They are: Nick Backhouse, CRM director at McCann-Erikson Manchester; David Coupe, MD of Experian; Judith Donovan CBE, founder of JDA; and Malcolm Whitmarsh, marketing industry director at Reed Exhibitions. ...