Mal Dunn, KnowledgeBase Launch Passion Index

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NEW YORK--Mal Dunn Associates Inc., Brewster, NY, and KnowledgeBase Marketing Inc., Richardson, TX, debuted a lifestyle database known as the Consumer Passion Index at the DMD New York Conference & Exhibition yesterday.


The database offers marketers the opportunity to reach 95 million consumers as defined by their pursuits and passions.


The CPI combines purchase data from Mal Dunn with the demographic, lifestyle and attitudinal data in KnowledgeBase Marketing's AmeriLINK national consumer database.


The database is sourced from retail and catalog purchases, subscriptions, purchases of personalized stationary or checks and Internet activity.


There are more than 60 passion selects to choose from, including such interests as sports, personal expression, travel, hobbies, intellectual interests, product preferences and causes as well as a range of demographic and other selects.


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