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Direct Mail Testing: Rules of the Road

High school students everywhere loathe it. College students loathe it even more. But alas, testing is part of life…and if we allow it to be, it’s actually a pretty awesome part (well, perhaps more awesome for marketers than for college kids). And while standardized testing and direct mail testing aren’t quite the same, their purpose…

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In Baseball & Business, Leadership Makes the Team

The 2012 Red Sox were a disaster. As a die-hard Sox fan, it brings me no great joy to say that, but it’s the cold, hard truth. The season began with high hopes. The roster was stacked with future Hall of Famers. Ace Josh Beckett, slugger David Ortiz, infield phenom Dustin Pedroia. The odds were…

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