The National Association for Printing Leadership recently published a book by Edward J. Marino titled, The Loyalty Payoff: Building Loyalty to Boost the Bottom Line. Marino is the President and CEO of Presstek, and he has over 10 years of executive management experience in the graphic communications industry. In The Loyalty Payoff, Marino uses a combination of case studies and his own business experiences to persuasively argue that graphic communications companies can significantly improve their financial performance by building loyalty-based relationships with customers, employees, suppliers and other strategic partners.

Increased customer loyalty alone will not automatically lead to improved profitability. To translate increased loyalty into higher profits, managers must be sure that they are increasing the loyalty of profitable customers.

The Loyalty Payoff addresses issues that are critical to the success of today’s graphic communications companies. The book is concise and well written, and it should be required reading for all graphic communications industry executives and managers.