The most dangerous question a prospect or customer asks is "Why should I?" And he may ask it more than once... The product and its communication stream must continue to provide him with both rational and emotional answers.

The most dangerous question a prospect or customer asks is "Why should I?" And he may ask it more than once... The product and its communication stream must continue to provide him with both rational and emotional answers.

Advertising becomes a dialogue that becomes an invitation to a relationship.

Arthur Hughes is one of the pioneers of modern database marketing. His new book, Strategic Database Marketing, Third Edition, contains the wisdom of twenty years of database marketing experience from scores of companies throughout the US. I can heartily endorse Arthur's book for anyone who wants to know the state of the art in database marketing today.

Acquire with the intention to retain, and retain with the intention to grow.

Always try to turn a marketing disaster into a marketing opportunity.