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Their research is fascinating, and although it applies primarily to the B-to-C (Business-to-Consumer) world, there are lessons to be learned for printers who are, of course, primarily B-to-B (Business-to-Business), as they examine their marketing strategies.
In the book, Briggs and Stuart define the 4Ms of marketing and, as printers, we can translate these largely B-to-C 4Ms into our own B-to-B 4Ms, and make sure our marketing dollars are spent as effectively as possible.
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- People:
- Greg Stuart
- Rex Briggs
- Places:
- United States
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