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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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Chapter 4. Catalog Marketing: Taking the Best and Leaving the Rest

Who hasn't heard of the “wish book”? Entire families used to sit by the evening fire and thumb through the glossy pages, choosing any number of wonderful items they'd like to order. While the Sears catalog is now defunct in the U.S., the catalog industry has been rejuvenated in the last ten years. Rather than large, 400-page books, many of today's consumer catalogs reflect vertical, or specific, industries with specialty catalogs ranging from hard-to-fit shoes to new-age remedies.

In fact, the catalog business is growing. In the U.S., only about 10 percent of households didn't purchase from a catalog within the year. And catalogers are moving to the Internet with amazing velocity. ...

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