How to Make Catalog Profitable in the Digital Age
Chapter Overview
It is no secret that the print catalog has been struggling since the advent of the Internet. Many marketers are wondering if they should eliminate the catalog from the marketing mix. Is the catalog passé? Or is it dead already as many have claimed? Should marketers kill the print catalog or reposition it as a branding tool to drive traffic to other channels? This chapter introduces two practical tools that can help answer these tough questions. The first tool is a brand new seven-step catalog-evaluation system, the first of its kind to quantify the real value of print catalogs and ultimately help marketers to decide whether they should keep the catalog. The second tool ...
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