408 pages | 8.5 x 11 | Paperback
The Catalog Strategist's Toolkit
Rules, Tools, Forms and Lists for Both Printed and Electronic Catalogs
Here it is at your fingertips and at your keyboard—all the forms, charts, checklists,and spreadsheets—everything you will need to start a new catalog or manage an existing catalog more profitably. All the areas are covered—from creative to production to merchandising to managing to testing and measurement. And it's by Katie Muldoon, one of the leading catalog experts of the past thirty years.
FREE CD of Forms!
Book includes postcard to send for a free CD of useful forms.
Chapter
1. Introduction
2. What is a Catalog?
3. Getting Started
4. Researching Your Competition
5. Researching Your Market
6. Scheduling
7. Launching Your Catalog
8. Organizing for Success
9. Developing Your Strategy: Brainstorming and Positioning
10. Merchandising
11. Creative and Production
12. Customer Acquisition and Leveraging
13. Operating as a Marketing Tool
14. Basic Analysis
Glossary
Index
About the Author
Katie Muldoon has more than 30 years of direct marketing experience, including associations with over 300 companies, many in the Fortune 50. Katie Muldoon founded the New York City-based agency, The Muldoon Agency in 1979. A decade later, the Muldoon Agency was sold to a joint venture of the then largest agencies on three continents: Dentsu (Asia), Young & Rubicam, (North American), and Havas (Europe). After completing her contract with the new venture, she and her husband, Jacob Baer, founded Muldoon & Baer.
Muldoon is a former Adjunct Assistant Professor at New York University Center for Direct Marketing and has taught the Direct Marketing Association’s (DMA) Catalog Essentials Seminar for both consumer and B2B for almost two decades. She was a long-time columnist for DM News and now writes monthly for Direct magazine. Her third book, How to Profit Through Catalog Marketing, was published in October 1995 (German edition 1997). The Catalog Strategist’s Toolkit, published by Racom Communications and the Direct Marketing Association, is her fourth book.
She has served on the Executive Committee of the DMA’s Board, is past Chair of the Ethics, ECHO and Image Committees, and currently is a member of the DMA’s Hall of Fame Committee. She has also been a board member for New York City Victim Services and Rockland County’s Shelter for Abused Women and Children’s enterprise, The Company of Women, and Paragon Holdings, Inc.
Winner of many ECHO and Caples awards, Muldoon has also been awarded the 2004 Edward N. Mayer Educational Leadership Award, given by the Direct Marketing Education Foundation in recognition of extraordinary support of direct marketing education; the 1999 Direct Marketing Club of New York Silver Apple, which recognizes the direct marketing industry’s most notable innovators and achievers who have served the New York direct marketing community for 25 years or more; and the WDRG’s 1989 Woman of the Year Award (now WDMI). Katie Muldoon is a frequent guest speaker and industry judge, both nationally and internationally.
Katie Muldoon’s book offers a smart, knowledgeable and comprehensive guide to catalog marketing. Her strategies and techniques are practical, creative, and very helpful.
Lillian Vernon
Founder
Lillian Vernon Corporation
Katie Muldoon has already written one indispensable book for catalog marketers. Now she has written another one. The Toolkit is a virtual blueprint of how to succeed in the catalog business, and how to master its processes.
Ray Schultz
Editorial Director
DIRECT
Only a seasoned catalog expert like Katie could develop so many helpful forms, charts, and check lists to simplify any catalog task.
Jim Kobs
President
Kobs Strategic Consulting
The best investment you’ll make for your catalog all year. Guaranteed. Nobody knows more about successful catalog marketing than Katie Muldoon. This “must have” compendium is chock full of everything that you need to organize your catalog operation so it runs as smoothly and profitably as possible. I was floored to see page after page of step-by-step forms, handy charts and easy-to-use checklists for outsmarting your competition, developing a sure-fire strategic plan, creating a dynamic merchandising strategy, streamlining your creative and production operations, building a successful customer acquisition plan, designing analytical tools that help you and more, It’s thirty years of Katie’s expertise—the culmination of in-the-trenches successes and learning experiences—all wrapped in one. Buy one. Buy two. Buy ten. Just make sure you BUY this book.
Amy Africa
CEO
Creative Results
Katie’s direct marketing knowledge and experience are unmatched, if my company could implement half of what she has forgotten we would be twice our size. Buy this book. Read it. Implement what it says. And watch your business grow. It’s that easy.
Adam Press
CEO
The St. John Companies, Inc
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