6 Questions to Ask When Cutting Catalog Circ, Part 1
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Jim Coogan
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Marketers need to know their current break-even costs when mailing catalogs. Make certain your cost calculation includes costs to print and mail your catalog, merchandise costs, and the variable costs to take and fulfill orders. With an up-to-date breakeven and a matchback analysis of results, you can tell which segments are responding above and below breakeven.
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Jim Coogan
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