CASE STUDY Company Rockwells American Restaurant Industry Hospitality Challenge Rockwells, a restaurant in Pelham, N.Y., features live comedy and music events. Musical acts have included the likes of former Dukes of Hazard star Tom Wopat. To promote its popular entertainment offerings, the restaurant uses direct mail to generate interest in its events and increase foot traf? c to its venue. But in an effort to cut down on postage and paper c

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