Used book – Sell by catalog, André Delbecq

Concentration, diversity of sales formats, and niche strategies are emerging today as strong trends in distribution. Catalogs and distance selling are precursors and models in this evolution of distribution. They demonstrate a remarkable ability to adapt to the new way of consuming, to the challenges of the market economy, and claim a prominent place in the mosaic of distribution channels. This book shows how catalogs, with their dual citizenship as retailers and pioneers of direct marketing, can leverage the benefits of relational marketing thanks to their mastery of databases and in-depth knowledge of their target customers. It also explains why they are ideally positioned to enrich products and services as closely as possible to market aspirations. André Delbexq analyzes how the catalog, a true store in images, must be built through a creative as well as rigorous approach, in the coherent association of its components, the 7 elements of the "Catalog Mix." The keys to excellence recognized by American judges for the "American Catalog Awards" at the initiative of Catalog Age magazine are developed in several chapters and will serve as your guide to creating your catalog. Planning, performance measurement, and offer optimization, indispensable efficiency approaches, are presented within the specific framework of catalog sales. This book is aimed at all executives and marketing managers keen to offer innovative formulas to increase and retain their customer base. Manufacturers and retailers are now more numerous in understanding the development and diversification opportunities that catalogs offer them. Whatever the product (in clothing, home, leisure), the catalog can be a valuable sales vehicle and become the ideal way to highlight a distinctive skill.