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Chapter 4. Catalog Marketing: Taking the... > Integrating Catalog Techniques into ...

Integrating Catalog Techniques into the E-tail Mix

These catalog techniques are the “tried and true.” The industry has perfected them over the years, and they await adoption by e-merchants. Although Internet businesses have used cataloging basics as the skeleton of most websites, most other elements have been overlooked.

E-commerce is a form of direct marketing. Although it competes with every shelf including catalogs, the greater issue is not meeting customer needs. Catalogers have determined how to capture the alternative sale and make it work. They have built a loyal following that accounts for a steady percentage of market share.


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