Build the Right Company Culture

Editor’s Note: This is the second of a three-part series on becoming more adept and adapting to the multichannel world. Part one appeared in our February issue, and part three will appear in our September issue.

The world of direct marketing is changing quickly. Whole new analytical tools, benchmarks and ratios have become commonplace in measuring success. You must think cross-channel if you’re to be customer-centered. And above all else, if you’re a stand-alone cataloger or retail store operator, the corporate atmosphere is forcing you to rethink your internal culture.