In this novella, newly appointed CEO Roger Morgan is struggling with a floundering catalog business model that did not achieve the lofty expectations of experts who predicted that a multi-channel business model would produce unfettered success. So, Mr. Morgan orders that catalog marketing be "put on trial". Chip Cayman, well-known new media consultant, will play the role of the prosecuting attorney. Faith Kelley, executive administrative assistant, will defend catalog marketing. Mr. Morgan will be the Judge. The Executive Team will be witnesses. If catalog marketing is found guilty of being irrelevant in a new media environment, Gliebers Dresses will make dramatic changes to the business model. If catalog marketing is
In this novella, newly appointed CEO Roger Morgan is struggling with a floundering catalog business model that did not achieve the lofty expectations of experts who predicted that a multi-channel business model would produce unfettered success. So, Mr. Morgan orders that catalog marketing be "put on trial". Chip Cayman, well-known new media consultant, will play the role of the prosecuting attorney. Faith Kelley, executive administrative assistant, will defend catalog marketing. Mr. Morgan will be the Judge. The Executive Team will be witnesses. If catalog marketing is found guilty of being irrelevant in a new media environment, Gliebers Dresses will make dramatic changes to the business model. If catalog marketing is found innocent, expect a significant doubling of efforts in catalog marketing, going forward. What do you think will happen?
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Meet the Author
Kevin Hillstrom is President of MineThatData, a consultancy that helps CEOs understand the relationship between customers, advertising, products, brands, and channels.
Kevin has more than twenty years of experience in e-commerce, retail, and database marketing, including stints as Vice President of Database Marketing at Nordstrom, Director of Circulation at Eddie Bauer, and Manager of Analytical Services at Lands' End. As President of MineThatData, Kevin has helped more than fifty retailers, e-commerce brands, and catalogers increase sales and profit by better understanding customer behavior.
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Overview
In this novella, newly appointed CEO Roger Morgan is struggling with a floundering catalog business model that did not achieve the lofty expectations of experts who predicted that a multi-channel business model would produce unfettered success. So, Mr. Morgan orders that catalog marketing be "put on trial". Chip Cayman, well-known new media consultant, will play the role of the prosecuting attorney. Faith Kelley, executive administrative assistant, will defend catalog marketing. Mr. Morgan will be the Judge. The Executive Team will be witnesses. If catalog marketing is found guilty of being irrelevant in a new media environment, Gliebers Dresses will make dramatic changes to the business model. If catalog marketing is