| Credits |
|
ix | |
| Foreword |
|
xi | |
| Acknowledgments |
|
xv | |
| Introduction The Current Catalog environment: Issues, Trends, Risks, and Opportunities |
|
xvii | |
| Cataloging in the New Century |
|
xix | |
| Who Will Succeed? |
|
xxi | |
|
Planning and Staffing the Start-Up Catalog |
|
|
1 | (16) |
|
|
|
1 | (1) |
|
|
|
2 | (1) |
|
Two Levels of Catalog Planning |
|
|
3 | (5) |
|
Planning Is the Beginning of the Catalog Process |
|
|
8 | (2) |
|
|
|
10 | (1) |
|
Niche, Positioning, and Branding |
|
|
10 | (1) |
|
|
|
10 | (1) |
|
Creative Execution: Design, Photography, and Copy |
|
|
11 | (1) |
|
Color Separations, Printing, Binding, Addressing, and Mailing |
|
|
11 | (1) |
|
|
|
11 | (1) |
|
Customer List Communication |
|
|
12 | (1) |
|
|
|
13 | (1) |
|
|
|
13 | (10) |
|
Testing, Measurement, and Analysis |
|
|
13 | (1) |
|
Staffing the Competencies |
|
|
14 | (2) |
|
The Role of the Catalog Consultant |
|
|
16 | (1) |
| Part 1: Merchandsing |
|
17 | (40) |
|
Merchandising: Building Successful Products |
|
|
19 | (18) |
|
Finding a Target Audience |
|
|
21 | (2) |
|
Finding Information About Your Customers |
|
|
23 | (4) |
|
Selecting Successful Catalog Products |
|
|
27 | (1) |
|
Other Customer Perceptions That Affect Merchandising |
|
|
28 | (1) |
|
Building on Your Product Winners Through Effective Analysis |
|
|
29 | (8) |
|
Sourcing New Products and Managing Inventory |
|
|
37 | (20) |
|
Sourcing and Selecting Product |
|
|
39 | (1) |
|
Developing Product Specification Sheets and a Merchandise Database |
|
|
40 | (3) |
|
Creating the Product Forecast and Buy Plan |
|
|
43 | (4) |
|
Reviewing the Buy Plan After Seeing Layouts |
|
|
47 | (1) |
|
|
|
47 | (2) |
|
Receipt of Product and Quality Control |
|
|
49 | (1) |
|
|
|
49 | (3) |
|
Disposing of Excess Inventory |
|
|
52 | (1) |
|
Final Merchandise Postanalysis |
|
|
53 | (4) |
| Part 2: The Creative Concept |
|
57 | (54) |
|
Establishing Your Niche, Positioning, and Branding |
|
|
59 | (14) |
|
Why Niche, Positioning, and Branding Are Important |
|
|
59 | (1) |
|
Questions to Answer Before You Start the Creative Execution |
|
|
60 | (8) |
|
|
|
68 | (1) |
|
|
|
68 | (2) |
|
Ingredients of a Successful Offer |
|
|
70 | (3) |
|
Developing the Creative Concept |
|
|
73 | (12) |
|
Creating the Catalog Concept |
|
|
73 | (4) |
|
Creative Kickoff Meetings for Existing Catalogs |
|
|
77 | (2) |
|
|
|
79 | (1) |
|
|
|
80 | (1) |
|
Take Advantage of Catalog Hot Spots |
|
|
81 | (4) |
|
Design, Photography, and Copy |
|
|
85 | (12) |
|
The Elements of Catalog Design |
|
|
86 | (4) |
|
|
|
90 | (1) |
|
What Happens During the Design Process |
|
|
91 | (1) |
|
|
|
91 | (1) |
|
The Elements of Good Copy |
|
|
92 | (2) |
|
|
|
94 | (3) |
|
Managing Page Production, Color Separations, and Printing |
|
|
97 | (14) |
|
|
|
97 | (3) |
|
Managing Color Separations |
|
|
100 | (2) |
|
Managing the Printing Process |
|
|
102 | (1) |
|
Managing the Creative Schedule and Budget |
|
|
102 | (4) |
|
|
|
106 | (5) |
| Part 3: Catalog Marketing |
|
111 | (98) |
|
|
|
113 | (26) |
|
Prospecting Through List Rentals |
|
|
114 | (7) |
|
|
|
121 | (6) |
|
Two Key Analytical Media Benchmarks |
|
|
127 | (5) |
|
The New Customer Acquisition Circulation Plan |
|
|
132 | (1) |
|
Using the Source Frequency Report to Compare List Performance |
|
|
132 | (4) |
|
Understanding the Seasonality of Prospect Mailings |
|
|
136 | (3) |
|
Building, Managing, and Mailing Your Customer Database |
|
|
139 | (18) |
|
The Customer List: A Cataloger's Most Valuable Asset |
|
|
140 | (1) |
|
The Hierarchy of Customers |
|
|
141 | (3) |
|
|
|
144 | (2) |
|
Using Visual RFM Segmentation to Strengthen the House List |
|
|
146 | (2) |
|
Circulation Planning for the House List |
|
|
148 | (2) |
|
Mailing Your Customer List More Often |
|
|
150 | (1) |
|
|
|
150 | (2) |
|
How to Organize Information |
|
|
152 | (3) |
|
|
|
155 | (1) |
|
|
|
156 | (1) |
|
Using the Database to Maximize Sales and Profits from the Customer List |
|
|
157 | (14) |
|
How to Get First-Time Buyers to Make a Second Purchase |
|
|
157 | (2) |
|
How to Reactivate Inactive Customers |
|
|
159 | (3) |
|
Consider a Loyalty Marketing Program |
|
|
162 | (2) |
|
Traditional Versus Integrated Campaign Planning |
|
|
164 | (3) |
|
A Sample Mailing Scheme Based on the New Integrated Campaign Planning |
|
|
167 | (4) |
|
Fulfillment and Customer Service |
|
|
171 | (10) |
|
Why Fulfillment Is Important |
|
|
172 | (1) |
|
Understanding the Fulfillment Process |
|
|
172 | (3) |
|
Fulfillment Options for New Catalogs |
|
|
175 | (2) |
|
Fulfillment Operating Costs |
|
|
177 | (1) |
|
Measuring Your Performance Against Industry Fulfillment Standards |
|
|
177 | (4) |
|
|
|
181 | (10) |
|
Five States of Catalog Testing |
|
|
181 | (2) |
|
What Do Catalogers Test and How Do They Measure Results? |
|
|
183 | (2) |
|
|
|
185 | (2) |
|
|
|
187 | (1) |
|
|
|
187 | (4) |
|
|
|
191 | (10) |
|
|
|
191 | (4) |
|
The Profit and Loss Statement |
|
|
195 | (2) |
|
|
|
197 | (4) |
|
Cataloging and the Internet |
|
|
201 | (8) |
|
Three Ingredients of Internet Success |
|
|
202 | (7) |
| Appendix Financial Model: New Catalog Start-Up Feasibility Study |
|
209 | (12) |
| Glossary |
|
221 | (14) |
| Index |
|
235 | |
Shopping Cart
