Special Report: The Art and Science of Catalog Management

Marketing and merchandising skill sets and viewpoints are vital, and impact the bottom line. When they’re in sync with each other, the resulting catalog invariably is better than either can deliver on its own. Interaction between the two disciplines is a two-way street, rather than a linear path.

There are several ways to leverage the expertise of each discipline. Even when catalogers have the same units — print catalog, retail store and Web — their approach to executing the best possible catalog is unique relative to their brand, target audience and mission.