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Look closely at what you can expect from your marketing choices before committing the dollars. If you decide to develop a capabilities package, plan carefully, manage its use and evaluate results. The outcome—increased sales—is much more likely to justify the cost.
—Jacques Marchand
About the Author
Jacques Marchand may be phoned at (415) 357-2929. His firm, Marchand Marketing, provides strategic consulting services, positioning and marketing communications to help companies in the printing industry increase sales. E-mail may be sent to jmarchand@marchand.com. Information about the firm's work for clients is also available on its Web site, www.marchand.com.
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