Question: When was the Global Equipment Company, a materials handler entered direct marketing which previously owned TigerDirect?

Context paragraphs:
Warm market: Warm market is used in both the sales and direct marketing industries.  In direct marketing it is similar to using the phrase "permission marketing", which is also the title of a best selling book by Seth Godin.  In sales and direct marketing your warm market is said to be people you know, which could be friends, relatives and existing customers, even referrals are said to be warm (see referral marketing.)

Database marketing: Database marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes.  The method of communication can be any addressable medium, as in direct marketing.

Systemax: The company was founded in 1949 as Global Equipment Company, a materials handler.  It first entered direct marketing in 1972 and began marketing computer equipment in 1981.  It changed its name to Global Directmail in 1995 and to Systemax in 1999.

Global Industrial: Global Industrial is a business unit of Systemax Inc, a Fortune 1000 company, listed on the New York Stock Exchange as .  Global Industrial is incorporated in New York as Global Equipment Company Inc., and conducts business under the names Global Industrial, Global Industrial Equipment, Globalindustrial.ca and GlobalIndustrial.com.  The company sells industrial products and office supplies through direct to business channels and its retail store in Robbinsville, New Jersey, with headquarters in Port Washington, New York.

Al DiGuido: Alexander "Al" DiGuido (born June 27, 1956) is an innovator in the direct response industry and in e-mail marketing methods.  As of December, 2011, he is the former CEO of direct marketing company Zeta Interactive.  Prior to his position with Zeta, DiGuido was the CEO of Epsilon Interactive, another direct marketing company, DiGuido also served as CEO of Bigfoot Interactive, CEO of Expression Engines, EVP at Ziff Davis, and publisher of Computer Shopper, where he launched ComputerShopper.com, a direct-to-consumer e-commerce engine.  Prior to Ziff Davis, he was VP/advertising director for Sports Inc.  DiGuido also serves on the Direct Marketing Association's Ethics Policy Committee.

Direct marketing educational foundation: Established in 1966 by the Direct Marketing Association, the Direct Marketing Educational Foundation (DMEF) is now known as Marketing EDGE, and is a 501(c)(3), nonprofit educational foundation supported by tax-deductible contributions.  For professors and college students, it introduces and provides educational resources on the business of direct/interactive marketing.  Marketing EDGE programs are designed to encourage participation, equip professors with up-to-date educational resources and prepare students for careers in this rapidly evolving field.

TigerDirect: TigerDirect is an El Segundo, California-based online retailer dealing in electronics, computers, and computer components that caters to business and corporate customers.  Previously owned by Systemax, which is known for its acquisitions of the intellectual property of the defunct U.S. retail chains Circuit City and CompUSA, and relaunching them as online retailers.  The two brands were subsequently shuttered and consolidated into the TigerDirect site.  In 2015, TigerDirect phased out all of its remaining brick-and-mortar retail operations, and PCM Inc. acquired Systemax's online North American technology retail business.

Valpak: Valpak Direct Marketing Systems, Inc., commonly known as Valpak, is a North American direct marketing company owned by Platinum Equity.  Valpak provides print, mobile and online advertising solutions and coupons.

Behringer: Behringer is an audio equipment company founded by Uli Behringer in 1989, in Willich, Germany.  Behringer was listed as the 14th largest manufacturer of music products in 2007.  Behringer is a multinational group of companies, with direct marketing presence in 10 countries or territories and a sales network in over 130 countries around the world.  Though originally a German manufacturer, the company now makes its products in China.

James J. Cooney: Jim Cooney (born 1958) is a direct marketing and media buying executive with 30 years of local, regional, national and international experience.  His mentors were direct marketing pioneers Edward Valenti, Barry Becher and Arthur Schiff whom he began working with directly out of college in 1981.  The trio collaborated on numerous successful marketing campaigns including Armourcote Cookware ($80 million in sales) and the Ginsu Knife ($60 million in sales).  He began his career as a copywriter working directly under Creative Director Schiff at direct marketing agency Dial Media at age 22 and within 3 years succeeded Schiff as the agency's VP/Creative Director.  He is a twenty six time ECHO and New England Direct Marketing Association (NEDMA) award-winning copywriter, broadcast producer, creative director, account executive, media planner/buyer, marketing strategist/consultant, and Account Executive/Supervisor.

Supporting paragraphs: TigerDirect Systemax
Answer: 1972