Online Catalogs-What's the Message? (1,049 words)
What does this mean to us as catalogers? It means we need to understand not how the Internet fits into our current marketing mix, but how it changes our business fundamentals.
Advantage: Catalogers
Fortunately, catalogers should be the biggest beneficiaries of Internet success, as many of the tools to effectively use this medium, such as database marketing, are already in place at catalog companies. However, too many catalogers still treat it as just another communication with the consumer or business customer. Why should catalogers stand above all others in benefiting from the Internet? Because the commerce portion of the Internet is just a new level of remote shopping, and no other business understands remote shopping better than catalogers.
- People:
- Marshall McLuhan
- Places:
- Kansas City