Catalog Management: Gain Greater Efficiencies By Getting Marketing And Merchandising In Sync

By Shari Altman and Susan Bates

The Science

The “science” of catalog management involves knowing what your numbers mean and responding appropriately in communications with customers about the products your company offers. Guided by circulation plans, response rates and print production expenses, marketing excels in advertising the products to the optimal group of potential customers. Merchandising’s review of product sales and inventory issues get factored into the advertising plans.