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Creating a Profitable Catalog: Everything You Need to Know to Create a Catalog That Sells
by Jack Schmid
from McGraw-Hill
Customer Reviews:
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Avg. Customer Rating: 5.0 / 5.0 
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Good direct marketing reference 
This is a great book for understanding all aspects of creating a Direct Marketing company or a direct marketing program within your company. The basics and then some are in this book. Well written in that it kept my attention from new ideas and way it was written.
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Just About Everything You Need to Know
Virtually every company that makes things has to ahve a catalog. It's the thing that tells your customers what you do and gives them the detailed information that they need to make a decision.
Catalogs began with the mail order industry where the technology grew to measure sales return per square inch of paper. Over time, the professionals learned what worked and what didn't. Then when everything was working pretty well, the Internet came along and changed all the rules. All of a sudden space was... more info
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The ultimate handbook of catalog selling
If you want to read only one book on the catalog business, make sure you pick this one.
I've read more than 5 books in English and German on the catalog subject and Schmid's book is in a class of its own.
It promises to cover the entire catalog process, including strategic planning, merchandising, creative, marketing (circulation), fulfillment, testing, and measuring response and ROI. And it delivers on the promise to an extend that I've never seen before. I spend this summer in Cannes, France,... more info
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Don't start a Catalog until you've read this book!!!
This is such a great book for a company that is starting a Catalog business or thinking about it. It covers all aspects of the Catalog business and gives you a checklist of all the necessary tasks to launching a successful catalog. Great book...
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