PARAMUS, N.J., FEBRUARY 12, 2004 -- Printers seeking to grow their business by diversifying beyond traditional print will find must reading in Database Marketing Survival Guide—Mining Data for Dollars, published this month by the National Association for Printing Leadership (NAPL). The 176-page volume gives readers in-depth insights into how database marketing and ancillary services can help them generate new revenue streams, increase profits, add customer value, and strengthen customer relationships.
Written by marketing and electronic media expert Brett Knobloch, the Database Marketing Survival Guide examines in an easy-to-understand format the opportunities and the challenges entailed in developing and marketing a successful database services program. Using actual case studies to illustrate in detail how printing companies have strengthened their competitive positioning with database services, the book explains:
Why database services are important to today’s customers.
How database services can help printers effectively respond to growing competition from the Internet, personal print devices, and electronic media.
How printers can profitably integrate those services into their current business model.
How to effectively leverage and market those services to current and prospective clients.
The pros and cons of an outsourced database program vs. an in-house solution.
Database Marketing Survival Guide—Mining Data for Dollars (NP 366) 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.
NAPL is committed to helping the graphic arts community succeed within today’s highly competitive communications environment. The level of information provided in Database Marketing Survival Guide is a prime example of that commitment.
About the Author: Brett Knobloch is an executive vice president at JGSullivan Interactive, a privately-held marketing solutions company, where directs the business unit responsible for Content-on-Demand solutions and helps Fortune 1000 clients reduce costs, improve marketing effectiveness, and increase dealer and consumer loyalty. He was previously director of E-commerce at Honeywell, where he launched Internet, Extranet, and E-Marketplace initiatives, one of which was honored as the best Six Sigma project of the year with Honeywell’s Premier Achievement Award for 2000. His career also includes an eight-year stint at the Whirpool Corporation, where he drove Internet, print-on-demand, and database projects and strategies. A speaker at numerous industry conferences, Knobloch earned undergraduate and Master of Business degrees from Illinois State University.