Theoretically, marketing is simple: Convince people that you can provide your customer with what he wants, when he wants it, where he wants it, at a price he is willing to pay - and at a profit to you. But while many companies understand the theory, they often fail at execution.

Providing useful, real-worl information in this new, updated edition of Hands-On Marketing for the Printer, Henderson offers everything you need not only to understand what marketing is and why it is important to your existence in today's competitive landscape, but how to organize for marketing that will improve your results now.

Hands-On Marketing for the Printer will take you from where you are to where you want to be - in terms of your customers, competitors, growth, and profits.

Here's a sample of what you will learn:
*What is happening in and to the printing industry - Information as a new form of currency
*Key marketing principles
*The buying pathway- Customer orientation, creation, retention.
*The marketing ladder-Five steps from Clueless to Value Chain Partner.
*Marketing positions-Strategies to gain and matina strong market share.
*Promotion- Techniques to improve both reach and richness.
*Growth- Five steps to improving profits to you business.
*Situation analysis - Mining your data to understand where you are now, and be better able to get where you want to be.
*Creating mission statement, profitable marketing plans, and budgets.

About author:

Lyman Henderson draws on over 50 years experience as President and Honoray Chairman of Davis + Henderson, Ltd., family-owned printing communications firm, to define and show how you can apply the concepts of marketing to your business.