“Operating a farm is hard work — and running a catalog of products for farmers no doubt has its challenges too. Hoping for a bumper crop of fresh ideas, Orscheln Farm & Home submitted its 2006 edition for a critique. Catalog pros Davey Rosenbaum, vice president of marketing operations for Morristown, NJ-based consultancy Marketsmith, and Monika J. Shourie, account manager of San Francisco-based consultancy Character, plowed through the 154-page edition, noting where the book is a barn-burner and where it needs a little fertilization.”
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