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In general, Howard says, most catalogers fail to recognize how closely tied merchandising and lists really are. “It’s only the very savvy catalogers who are working closely with their list professionals and talking about merchandising, not just about which lists to test,” he says. “I don’t see how you can separate the two and run a successful catalog business today.”
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- Companies:
- J. Schmid & Assoc.
Alicia Orr Suman
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