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.