About the Author

Ruth P. Stevens consults on customer acquisition and retention, and she teaches marketing at Columbia Business School. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing, and the Sales Lead Management Association listed her as one of 20 Women to Watch in lead management. She is the author of Trade Show and Event Marketing, and she has been a columnist and feature writer for DMNews, DIRECT, and EXPO magazines. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University. ...

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