New York--The Direct Marketing Association Wednesday announced direct marketing veterans Jock Bickert, Jonah Gitlitz, Robert D. Kestnbaum and Ralph Lane Polk II will be inducted into its 24-year-old DMA Hall of Fame. The formal induction will occur at the DMA's Annual Conference in October in San Francisco. Bickert, founder of database marketing company Looking Glass Inc., is a leading analytics expert. Gitlitz, a former DMA president-CEO, has been a leader in government affairs that affect the industry. Kestnbaum, now retired, is a database marketing guru who ran his own company for three decades. Polk, who is being honored posthumously, introduced and revolutionized direct marketing in the automotive industry in the early part of the 20th century. He died in 1949.