Creating a Profitable Catalog Everything You Need to Know to Create a Catalog That Sells

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The advent of the Internet and on-line catalogs has created intense interest in cataloging from both the consumer and business-to-business markets. More companies than ever before are starting catalogs or adding catalogs to their marketing arsenals. Now Jack Schmid, the catalog industry's leading speaker and lecturer on catalog marketing, offers this detailed guide to developing and launching-or revamping both print and on-line catalogs. Written for anyone who is interested in starting a catalog business or in adding a catalog to his or her company's marketing mix, Creating a Profitable Catalog promises to become the handbook of twenty-first century cataloging for direct marketers, students of direct marketing, small business owners, entrepreneurs, and marketing managers alike. Creating a Profitable Catalog gives complete coverage to the entire catalog process, including business and strategic planning, merchandising, creative, marketing, fulfillment, testing, and measuring response and return on investment (ROI). Filled with examples from reallife catalogs offering a vast array of products and services, Creating a Profitable Catalog also features an eight-page, four-color insert containing examples of vital catalog creative aspects (including layout, design, typesetting, color, and color separations), a complete business plan for a catalog start-up, and a foreword by Laura Beaudry, editorial director of Catalog Age, the preeminent publication of the catalog industry.