Learning the marketing mindset may well require formal training or at least a willingness to carry out some independent research, but the reward for a print service provider is to move from being a print supplier to being a project partner, a longer-term relationship that offers significantly better margins.

Marketers are very keen to join up their efforts in different channels. According to the Chartered Institute of Marketing in 2011, this was a priority for 85 per cent, while well over a third wanted personalised multi-channel communications and more than 70 per cent were looking for measurability of results.

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