Special Report: The Art and Science of Catalog Management

The synergy between marketing and merchandising at the Smithsonian Catalogue has long been a key to its success, particularly when it comes to adding new product categories. When reviewing sales performance by product, Sid Bakke, a veteran catalog buyer with the Smithsonian Institution, observed strong performance in the miniature dollhouse furniture product category. When he communicated this to the marketing group, Director of Marketing and Strategic Planning Susie Boghosian sought lists of miniature dollhouse furniture buyers.