Strategy: Maintaining a Relational vs. Flat File Marketing Database

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis. Lett spent the first 25 years of his career with leading catalog companies, both B-to-B and consumer. He is the author of a new book “Strategic Catalog Marketing” (Target Marketing Group Publications, 2006). You can reach him at (302) 537-0375 or by e-mail via his Web site: www.lettdirect.com.