A CEO’s Guide To Catalog Circulation ’08 (Part 1 of 3)
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The matchback analysis proved that in many cases online orders came from customers who recently received catalogs. For catalog circulation experts, this was all they needed to know. Productivity wasn’t really declining; customers were simply using catalogs to place orders online. Management was notified of this finding. The term “multichannel marketing” was born, describing the phenomenon when multiple forms of advertising drive sales across multiple channels.
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