… cope with changing multichannel times and the down economy

By Susan McIntyre

Symptom 3: Uncomfortable With the Internet
Many marketing managers are old catalog pros. They’re whizzes at printing, paper, pagination and circ, but lack that Internet-related comfort zone. So they often leave their Web, e-mail and search staffs more or less alone to do their own thing.

But you can’t manage what you don’t know. Unmanaged departments will be suboptimized departments, not delivering the ROI they should.