Reflections on DMA08: Two Viewpoints
By
Jim Coogan
and Paul Miller
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4. Don’t go overboard with free shipping offers and cut-rate discounts too early. There’s no turning back once you start either of them.
Jim Coogan is president of Catalog Marketing Economics, a Santa Fe, N.M.-based consulting firm focused on catalog circulation planning. You can reach him at (505) 986-9902 or jcoogan@earthlink.net. Paul Miller is editor-in-chief of Catalog Success and the Catalog Success: Tactics & Tips e-newsletter. You can reach him at (914) 669-8391 or pmiller@napco.com.
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