PARAMUS, N.J., JULY 7, 2004 – A well-planned and comprehensive marketing program is essential for companies seeking to succeed in today’s intensely competitive business environment, yet many printers have not given adequate attention to this vital area. Now graphic communications company owners, managers, and sales and marketing professionals have a practical guide to developing and executing a successful marketing program in the updated second edition of Hands-On Marketing for the Printer, released this month by the National Association for Printing Leadership (NAPL). Written by printing industry veteran and marketing expert Lyman Henderson, the 176-page volume features concrete marketing strategies that printers can use to grow their businesses. In a key feature of the book, Henderson shows readers how to climb the “marketing ladder,” evolving step by step from a general commercial printer into a value-chain partner. The book gives readers a solid foundation for using marketing principles to help them realize their business objectives in terms of customer base, achieving and maintaining differentiation in the marketplace, and increasing profitability. Among the areas explored are: - Why effective marketing is absolutely essential to the success of today’s graphic communications companies. - Basic marketing principles and their application. - How to increase business with existing customers and attract new clients. - Defensive and offensive marketing strategies. - Using marketing to boost financial performance. - How to enlist the support of all departments in the marketing effort. - Developing a one-year marketing plan. Hands-On Marketing for the Printer (NP373) is $29.95 for NAPL members; $34.95, non-members. To order, call (800) 642-6275, Option 3; email [email protected]; or go online to NAPL’s bookstore at http://store.napl.org. About the Author: Lyman Henderson, C.M., B.A., is honorary chairman and past president of Davis & Henderson, Ltd., a family-owned printing communications company based in Ontario, Canada. With more than 50 years of industry experience, Henderson is a member of NAPL’s Soderstrom Society, and past president of the Canadian Litho Club and the Canadian Printing Industries Association. Henderson continues to be actively involved in the industry as a professional writer, speaker, seminar leader, and consultant.