Author: Dan Kennedy
I'm a marketing consultant and at one of my client-companies, a company
that, in less than 10 years, has gone from a $10 million to a $100
million dollar business one of the people I work with frequently has
jokingly given herself the title, 'Vice President, Back-End.'
Although that clearly opens her up to be the butt of many jokes, it
does very accurately describe her very, very important area of
responsibility, in direct marketing parlance. At least 80% of the
company's profitability depends on her contributions.
If the term \\"back-end\\" is new to you, it means everything you sell your
customers after their initial purchase (that first order is called the