Ereview
Abstract
As we saw last month, the corporate marketing executive has a
profound influence on the selection of the media used in
advertising. RIT’s study entitled “Marketing Communications
Demand Creation: Marketing Executive Study” goes on to take a
hard look at customer relationship marketing (CRM) systems.
These systems are designed to allow the customer to
communicate via any desired channel. The implementation of
CRM solutions is the infrastructure catalyst that will drive the
growth of personalized digital print solutions. Besides a
relationship marketing strategy itself, the marketing executive
needs the appropriate customer information to support it, and the
customer’s perception that print will be effective versus other
forms of marketing media.
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