Lillian Vernon: Merchandising Maven
Lillian Vernon’s mail order business has grown from a black-and-white space ad to nine catalogs
By
Alicia Orr
, Editor In Chief
and Catalog Success
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Green adds that the company doesn’t have a need to use additional alternate media, such as space advertising or FSIs for prospecting right now.
Housefile segmentation aids the marketing department in developing offers for certain segments of its customers, such as special promotions, free shipping and handling, deferred billing or free gifts.
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