When imitation isn't the most sincere form of flattery
Article Abstract:
Mail-order companies are copying each other's catalog copies to the detriment of the entire industry. Copying may generate short-term gains, but betrays the lack of a long-term vision of the copycat. An original catalog goes a long way in buildig a strong and focused brand and copying an excellent presentation will never attain the same impact as the original catalog.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 1999
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At-a-glance comprehension boosts sales
Article Abstract:
Various comprehension strategies for improving catalogs to target more consumers and thereby increasing its sales are discussed.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 2004
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Choosing brand signals
Article Abstract:
The characteristics of brand signals and suggestions to choose appropriate brand signals are presented.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 2006
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