Francis Sanders

By Scott Shrake Facing restrictive state laws, this wine cataloger uses direct marketing expertise and a smart software system to reach an increasing number of customers Catalog marketing reaches people you wouldn't reach otherwise because of geography or other reasons. But imagine if the goal of reaching customers were complicated by a vast tangle of laws that divided the country into a zigzag of possible/ impossible transactions. This is the challenge faced by Geerlings & Wade of Canton, MA, one of the nation's largest direct merchants of wine. Through ingenuity and a wonderfully robust computer infrastructure, the company has grown its business exponentially—despite

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