Cataloging is Rocket Science
PATIENT: "Doc, our staff and vendors who handle the cataloging side of our business seem to continually run into problems. Why is that? After all, cataloging isn't rocket science."
CATALOG DOCTOR: "I used to think you were right, but over the years, I've come to realize that in many ways cataloging is rocket science. Here are four reasons why …"
- Categories:
- Catalog Design
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
