Garden.com: Growing By Its Own Rules
Garden.com and other online retailers are changing direct marketing—including the look and function of the mail order catalog
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Garden.com does the catalog entirely in-house using its own copywriters, photographers and designers. The creative staff is shared for all marketing projects. When the catalog model started to take off, Garden.com simply reallocated duties to more effective marketing campaigns instead of hiring more staff.
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Melissa Sepos
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