Spiegel's 'Big' Mistake

Chiger, Sherry
April 2003
Catalog Age;Apr2003, Vol. 20 Issue 4, p5
Trade Publication
In this article the author criticizes the catalog offered by the company Spiegel Group Inc. “ We'll keep the big book going because according to our research in Europe, although we've not researched it here in the U.S. people use big books for planning and what they may buy in the next couple of months.”— Spiegel Group's Martin Zaepfel, said on February 2003 issue of the journal 'Catalog Age'. Spiegel was continuing in U.S. with its expensive big book because the format worked in Europe. This was the major reason behind its failure.


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