Cataloging is Rocket Science
PATIENT: "Doc, our staff and vendors who handle the cataloging side of our business seem to continually run into problems. Why is that? After all, cataloging isn't rocket science."
CATALOG DOCTOR: "I used to think you were right, but over the years, I've come to realize that in many ways cataloging is rocket science. Here are four reasons why …"
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or firstname.lastname@example.org.