A Five-Step Media Plan for Catalogers (1,027 words)
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• Many veteran catalogers do a poor job of measuring what it costs to get a customer and prioritizing the various lists and outside media used in prospecting.
• Few catalogs measure the lifetime value (LTV) of their buyers (by media) that can be used to change their list, space or other methods of customer acquisition
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- People:
- Jack Schmid
- Places:
- Mission, KS.
- Shawnee
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