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This is the fourth article in an ongoing series on database marketing strategy designed to outline an approach to understanding the details of building a world-class database marketing system, regardless of whether you are an expert in analytics or technology.

Last week in LIST & DATA STRATEGIES, Fleischman wrote about the impact of new privacy law in Japan Why Now Is the Time to Mail to JapanThis week he looks at the factors that make direct marketing to Japanese consumers very appealing.

When it comes to your house file, your holiday buyers should be treated differently from nonholiday buyers, according Jim Coogan, president of
Sante Fe, NM-based consultancy Catalog Marketing Economics. Below are seven tactics to help you get the most from these holiday buyers.

The already crowded consumer co-op database landscape recently got even busier with the introduction of Wiland Direct, the sixth major player in the game. Wiland joins Abacus, NextAction, I-Behavior, Prefer, and Z24. As such, mailers need to question if there is anything to be gained by being in all six databases.

You

Commercial warehousing facilities have been in a slump for a few years, but the market is on the upswing, according to year-end surveys conducted by ProLogis, a global distribution solutions provider. During the second half of 2004, newly started bulk distribution and warehouse projects expanded. In the nation