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Cynthia Wheaton

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Published Articles

“Three Big Mistakes Direct Marketers Make When Reading Test Results,” Target Marketing, May 2003

“Measuring Your Business:  Nine Questions You Must Ask - and Answer - To Succeed” Catalog Age, July 1999

“Managing the Marketing – Analytical Partnership,” Catalog Age, April 1999

“Strategic Planning:  What's In It for Direct Marketers?” Advertising & Marketing Review, December 1993

A Marketing Manager's Primer -— “How to Create a Customer Database;" Direct Marketing Magazine, February 1990

“What to Look For When Evaluating Merge/Purge Systems," Direct Marketing Magazine, a six-part series, July through December 1987, co-author:

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