by Katie Muldoon
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.
Table of contents for The
Catalog Strategist's Toolkit: Rules, Tools, Forms, and Lists
1 Introduction 1
2 What Is a Catalog? 5
3 Getting Started 17
4 Researching Your Competition 30
5 Researching Your Market 53
6 Scheduling 83
7 Launching Your Catalog 108
8 Organizing for Success 138
9 Developing Your Strategy: Brainstorming and Positioning 156
10 Merchandising 174
11 Creative and Production 205
12 Customer Acquisition and Leveraging 274
13 Operations as a Marketing Tool 321
14 Basic Analysis 347
About the Author 387
What the experts are saying
about The Catalog Strategist's Toolkit: Rules, Tools, Forms and
Lists for Both Printed and Electronic Catalogs
Katie Muldoon’s book offers a
smart, knowledgeable and comprehensive guide to catalog marketing.
Her strategies and techniques are practical, creative, and very
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.
Only a seasoned catalog expert like
Katie could develop so many helpful forms, charts, and check lists
to simplify any catalog task.
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- se 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-
he-trenches successes and learning experiences—all wrapped in one.
Buy one. Buy two. Buy ten. Just make sure you BUY this book.
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.
The St. John Companies, Inc
About the author of The
Catalog Strategist's Toolkit Rules, Tools, Forms and Lists for
Both Printed and Electronic Catalogs
Katie Muldoon has over 30 years of
direct marketing experience, including associ- ations with over
300 companies, many in the Fortune 50. Katie Muldoon founded the
New York City- ased 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
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
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