Barrie Pace

10 steps to help create staying power for your big book By Gina Valentino As a business-to-business (b-to-b) cataloger, you know that your large catalog is an essential selling tool, as well as a brand differentiator. Its benchmarks of success may include strong revenues, remarkable customer response and overall profitability. A good strategy for any catalog's mailing frequency should be based on the book's anticipated order-response curve. But when you create a large b-to-b catalog that's expected to have a shelf life of four, six or even 12 months, how can you ensure that it keeps selling well during its entire campaign?