Adding the "P" (Product Category) to RFM (1,079 words)

One of those catalog companies that uses product category in their mailing efforts is Fingerhut Corp. As early as the late 1970s and early 1980s, Fingerhut was light years ahead of other catalogers in database management and data mining. Perhaps it was the fact that Fingerhut started out as a solo direct marketer, rather than a cataloger, that gave it the product line orientation. It has always been a broad, multi-line direct marketer of diverse categories including: