101 Tips for More Profitable Catalogs

Rating:
Summary: Covers Everything For a Catalog--Not For The Beginner
Review: Maxwell Sroge has some great information for product information and working with small suppliers. The Foreward by Lillian Vernon Katz is sweet and Lillian Vernon's catalog is frequently used as an example in the book. There are 101 different areas, which are often contributed by industry experts. "101 Tips" is well designed, easy to read. There is no index but the table of contents and the 101 Tip style makes finding information easy. When I read, "Let's assume a house active file of 1,000,000 customer names ..." I knew that he was thinking way past what we would ever do. I don't think that if I had a customer database of 1 million, that I would be reading a book--I would be hiring a consultant.