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Personalized Digital Printing is Focus of New RIT Book

Press release from the issuing company

Customized marketing communications is revolutionizing the way advertising agencies and print services providers are leveraging their digital printing. What’s the payoff? What strategies should be utilized? Data-Driven Print: Strategy and Implementation, a new book from the Rochester Institute of Technology Printing Industry Center and RIT Cary Graphic Arts Press, examines these questions and gives a clear plan to print companies and marketing managers for harnessing the power of customized marketing communications. Patricia Sorce, Ph.D., administrative chair of RIT’s School of Print Media and the primary author of Data-Driven Print, has focused her career on analyzing buyer behavior and relationship marketing. Michael Pletka, co-author of the book, is a recent RIT Printing Industry Center scholar, who currently manages financial modeling for digital print solutions at Xerox Corp. Data-Driven Print fills a gap in the industry literature by advising its readers on strategic issues, technical concepts and the measurability of success through investment in personalized digital printing. “Just as Internet technology has allowed businesses to customize the online shopping experience, digital printing technology has enabled firms to create colorful, personalized, and more relevant printing marketing communications,” writes Sorce and Pletka. Cary Sherburne, a senior editor of WhatTheyThink.com writes, “Whether you are a marketing executive, senior manager in an advertising agency, or a print services provider, this book will arm you with facts and strategies that will help you capitalize on and benefit from the rapidly growing segment of business communications.” Research for Data-Driven Print was originally sponsored by the RIT Printing Industry Center in fulfillment of its directive to conduct strategic analyses of the field. Patricia Sorce, formulated the book’s foundation through more than 20 years of experience as an applied psychologist and associate professor of marketing in RIT’s College of Business. In addition to her role as administrative chair of RIT’s School of Print Media, she is co-director of the RIT Printing Industry Center. Michael Pletka holds a BS from the RIT School of Print Media, and an MBA from the RIT College of Business. Data-Driven Print can be purchased online through the RIT Cary Graphic Arts Press Web site at http://library.rit.edu/carypress or at Amazon.com. RIT Cary Graphic Arts Press is the publication arm of the Melbert B. Cary, Jr. Graphic Arts Collection at RIT, a renowned source for those studying printing history, bookbinding, typography, papermaking, calligraphy and book illustration processes. The RIT Printing Industry Center—a joint operation of the RIT School of Print Media and the College of Business—is dedicated to the study of major business environment influences on the printing industry. The center addresses industry concerns through research initiatives and education outreach programs. More information about the center’s research publications, including Data-Driven Print is available at http://print.rit.edu.