Katie Muldoon - How to profit through catalog marketing
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Mail-order business, Direct marketing, Commercial catalogs.
publication date
:
1996
lcc
:
HF5466.M84 1996eb
ddc
:
658.8/72
subject
:
Mail-order business, Direct marketing, Commercial catalogs.
Page i
How to Profit Through Catalog Marketing
Third Edition
Katie Muldoon
NTC Business Books NTC/Contemporary Publishing Group
Page ii
Library of Congress Cataloging-in-Publication Data
Muldoon, Katie. How to profit through catalog marketing I Katie Muldoon. p. cm. Includes bibliographical references and index. ISBN 0-8442-3572-5 1. Mail-order business. 2. Direct marketing. 3. Commercial catalogs. I. Title. HF5466.M843 1995 658.8'72dc20 94-39785 CIP
Published by NTC Business Books A division of NTC/Contemporary Publishing Group, Inc. 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.A. Copyright 1996 by NTC/Contemporary Publishing Group All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of NTC/Contemporary Publishing Group, Inc. Printed in the United States of America International Standard Book Number: 0-8442-3572-5
19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2
Page iii
In Memory of Jesse Lieman who captured pink clouds and shared them
Page v
Contents
Preface
ix
Chapter 1 What Is Catalog Marketing?
1
The Catalog Shopping Boom
1
How Catalogs Have Evolved
10
Different Kinds of Catalogs
12
Consumers' Opinions
16
Understanding the Mail Order Market
17
Small Business Success Stories
24
When Direct Marketing Works
27
Chapter 2 Getting Started
31
How to Position Your Catalog
31
How Much Money Will You Need?
37
What Physical Space and Equipment Will You Need?
39
What Are Your Personnel Needs?
40
Where Can You Find More Information?
45
Chapter 3 Knowing the Competition and Your Customer
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