Movies Unlimited continually reaps the benefits of sound marketing and fulfillment basics.

By Lisa Yorgey Lester

Because product descriptions organized by category already reside within the database’s structure, the cataloger easily can create several sideline catalogs to supplement its master book, as well as special promotions and prospecting efforts. Its Videoflash catalog, for example, is a 144-page, 8˝ x 10˝ quarterly supplement mailed to its entire housefile that features new releases, discontinuations and price reductions, and highlights bestsellers.