*Hanover President: Print, Database, Web Determine Catalog SuccessSAN FRANCISCO - Hanover Direct President/CEO Rakesh K. Kaul said he believes that the marriage of print catalogs, database marketing and the Internet is the key to success in the catalog industry today. Kaul addressed attendees of the 17th Annual Catalog Conference & Exhibition here yesterday during the last keynote session of the show.
"Direct mail catalogs combined with database marketing are the most economical way to acquire e-commerce customers," Kaul said. "By the same token, e-mail and database marketing is the most effective way to communicate with and steer existing customers to target offers."
Hanover Brands is the company's business-to-consumer direct marketing unit. Its titles include Domestications, The Company Store and Company Kids, and Gump's.