Strategy Alternative Prospecting Methods (1,424 words)

Stephen R. Lett is president of Lett Direct Inc., a catalog consulting firm specializing in marketing, circulation planning, forecasting and analysis. Lett spent the first 25 years of his career with leading catalog companies, both business-to-business and consumer. He also is on the faculty at Indiana University where he teaches direct marketing at the MBA level. He can be reached at (317) 844-8228 or by e-mail at slett@lettdirect.com.