Marketing Communications Demand Creation: Marketing Executive Study
- Topics:
- Marketing Communications,
- Online branding
- Tags:
- Document Management,
- Enterprise Software,
- Finance,
- Managerial Accounting,
- Marketing,
- Marketing Communication,
- Marketing Research,
- Printing,
- Software
- Source:
- Printing Industry Center at RIT
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Overview: For the past several years, many graphic arts industry analysts and market research firms have predicted that the growth of digital color and variable data is about to explode. So far, however, growth has failed to meet market expectations. Several hypotheses are associated with the subdued market growth. As part of the investigation into adoption of digital color printing technologies, the Printing Industry Center at RIT embarked on a research initiative to gain an understanding of the relationship between the agency, corporate marketing executive, and print services provider. This report focuses specifically on how instrumental the corporate marketing executive is in initiating the demand for marketing materials that require digital printing.
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Format: PDF | Size: 2,365KB | Date: Oct 2003 | Pages: 74
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