B-to-B Cataloging: CLIMB Into System Fundamentals
Borrow: Leverage the expertise of outside firms for one-time database projects. One cataloger client of ours realized that it needed to overhaul its marketing segmentation. The people in charge assigned a study to one firm and the implementation to another. They effectively supercharged their database at a fraction of the cost of implementing a new system.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
