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About the Author
Katie Muldoon has more than 30 years' experience, including associations with more than 300 companies, many of them in the Fortune 50. She founded the Muldoon Agency in New York City in 1979 and, a decade later, sold it to a joint venture of the then-largest ad agencies on three continents: Dentsu (Asia), Young & Rubicam (North America), and Havas (Europe). She subsequently found the Muldoon & Baer Agency with her husband Jacob Baer.
Muldoon was a long-time columnist for "DM News" and now writes monthly for "DIRECT" magazine. Her third book--"How to Profit Through Catalog Marketing"--was published in 1995. "The Catalog Strategist's Toolkit" is her fourth.
Muldoon is a former adjunct assistant professor at the New York University Center for Direct Marketing and has taught the Direct Marketing Association's (DMA) Catalog Essentials Seminar for both B2C and B2B students for almost two decades. She hs served on the DMA Board's Executive Committee, is past chair of thet Ethics, ECHO, and Image Committees.
Muldoon has won numerous ECHO and Caples Awards, as well as the 2004 Edward N. Mayer Educational Leadership Award, given by the Direct Marketing Educational Foundation in recognition of extraordinary support of direct marketing education. In addition to numerous other awards she was awarded the 1989 Woman of the Year Award by the Women in Direct Marketing.
Muldoon is a frequent speaker, lecturer, and judge, both nationally and internationally.
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Most Helpful Customer Reviews
7 of 7 people found the following review helpful:
1.0 out of 5 stars
totally not worth it,
By
This review is from: The Catalog Strategist's Toolkit: Rules, Tools, Forms, and Checklists for Both Print and Electronic Catalogs (Paperback)
total waste of $60. i can't believe i bought this. i think i'm going to have to "search inside the book" from now on. it's full of information so basic that everybody in the industry would know it ! boring, overpriced book, no offense to the author who i'm sure is an expert and all but probably more on the quantitative excel-crunching side, and even that stuff is so basic in here that you'd be better off just googling the topic. i got burned !
5 of 6 people found the following review helpful:
5.0 out of 5 stars
The Ultimate Catalogue toolkit ... get ready for Monday morning,
This review is from: The Catalog Strategist's Toolkit: Rules, Tools, Forms, and Checklists for Both Print and Electronic Catalogs (Paperback)
Being a chairman for a small multi-channel retailer (shops, catalogue, and webshop), I try to keep updated on strategic issues relating to this concept.
Thus, I have read many impressive articles from Katie Muldoon over the years on all aspects of being a catalogue marketer. So I knew this book would be on a very advanced level. It surely is! Katie Muldoon is industry-wide acknowledged for her deep insight into the catalogue business. And she is a columnist and frequent speaker on the topic. After her industry bestseller - How to Profit Through Catalog Marketing 3rd edition - has been sold out for some time, we needed a new edition. By the way, this 1995-book was even translated into German - the world's second largest catalogue market. A huge credit to her! Her new Catalogue Strategist's Toolkit book is just that ... a Toolkit. Very much so indeed. I was first a bit surprised that the book was so much toolkit and so little "normal" text on catalogue strategy. It certainly raises the bar for the readers who can benefit from this book. If you are new to the catalogue business, this book should be supplemented with other books on the catalogue business. If you are a catalogue insider, then this book will be able to add inspiration into the next catalogue process - in each and every process it requires to produce a printed catalogue. The toolkits are numerous forms and lists and to-do-lists that get you ready for Monday morning. You probably already have your own systems in place, but try to benchmark with Muldoon's. You will probably be able to get improvements in a lot of places. The book comes with a free CD, which I have just ordered. Usually, you would expect a website and a password. But this is an experienced catalogue strategist, so it should be by snail-mail. But that is okay ;-) The book promises to also cover electronic catalogues ... and it does try to do this. But Katie Muldoon comes out of the paper catalogue business and her greatest contribution is on the paper editions (the sections on e-catalogues are not bad, but pretty mediocre). In this way, she epitomises the catalogue industry that still struggles to get the e-business fully integrated in their mindsets (by the way, it is the same problem for pure-play Internet businesses trying to capture the competences of a paper catalogue business!). But since up to half of all orders for some catalogue businesses comes via their website, we need to see more publications in the future on the optimal integration of the virtual and paper catalogue businesses. This book should be bought together with Jack Schmid's - Creating a Profitable Catalog: Everything You Need to Know to Create a Catalog That Sells. Those two books are the best in the English-speaking world on the strategic aspects of running a catalogue business. There are books in German that complement these books, such as "Versandhandelsmanagement" by Thieme. Peter Leerskov, MSc in International Business (Marketing & Management) and Graduate Diploma in E-business
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