Strategy: Anatomy of a Marketing Test

Testing is critical to success. It’s a way to separate opinion from fact. Don’t just assume something will work. Test, test and re-test! «

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis since 1995. He is the author of “Strategic Catalog Marketing,” a Catalog Success book published by Target Marketing Group Publications. You can reach him at (302) 537-0375 or at www.lettdirect.com.