Case | HBS Case Collection | October 1993 (Revised September 1994)

Catalina Marketing Corp.

by David E. Bell, Walter J. Salmon and Dinny Starr


Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via point-of-sale technology at the supermarket register. Catalina is currently trying to decide where and how to expand its operations.

Keywords: Advertising; Information Management; Expansion; Product; Salesforce Management; Technology; Growth and Development Strategy; Customer Value and Value Chain; Advertising Industry;


Bell, David E., Walter J. Salmon, and Dinny Starr. "Catalina Marketing Corp." Harvard Business School Case 594-026, October 1993. (Revised September 1994.)