Special Report: The Art and Science of Catalog Management
Gain greater efficiencies by getting marketing and merchandising in sync
By
Shari Altman
and Susan Bates
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Two essential ingredients of any successful catalog business — marketing and merchandising — have artistic elements where experience, creativity and intuition count more than numbers and cold hard facts. But they also have numeric benchmarks that if ignored, can spell disaster for customer acquisition, customer retention and brand integrity.
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