The seminars are expensive and somewhat exclusive. Generally speaking, only marketers from the largest corporations come to these sessions. The following is a summary of the titles of the participants. There are very few presidents in the list. Because the Institute attracts marketers from corporations large enough that the President would not attend such a seminar.
Some people think that database marketing is about databases.
It is about marketing. Paul Wang and I have learned a great deal from working with these sharp marketers. For one thing, we have learned the importance of referrals. We do a lot of direct mail to attract participants. During the last three years, however, an increasing number of our students come from referrals.