Michael Grant

During the past 10 years, the catalog industry has continued to evolve in dynamic ways. For example, if you’re like most of your colleagues, you’re struggling to find incremental names to mail. You’ve seen cooperative databases take the prospecting market by storm, accounting for millions of names rented every year. And you’re trying to more efficiently integrate e-commerce into your marketing and communications plans, especially since the Internet accounts for 20 percent to 50 percent of demand and orders for many catalogers. Despite these marked changes in how you accept orders and acquire customers, one thing remains the same: how to correctly