Future of Print Sales: The Renewal of Print Manufacturing through New Product Development
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The Future of Print Sales:
The Renewal of Print Manufacturing through New Product Development

By Kenneth Macro

How many times have you heard someone say that print is dead? It may be a tough time for the print industry, but we all know the world of print is much bigger than the average person understands … and it is certainly not dead.

The Future of Print Sales seeks to dispel that myth and to help our industry find its meaning and purpose once again through the development of innovative printed products. From Ken Macro’s perspective, we need to think about new ways to use the equipment we have on our pressroom floors, new markets to serve, and new ways to get the attention and talk to prospective customers.

This is not a book of business theory or “insider intelligence” for salespeople—instead it showcases unique, creative, and innovative products that make print practical. It shares concrete examples of how real-world businesses looked to markets outside of their normal customer base, harnessed change, and came out on top.

Macro also shares a step-by-step guide to help you conceive, design, research, test, market, and launch new products from within your organization. With these steps, you’ll learn how to enhance sales and productivity by breaking into new and existing markets through the development of products that reinvent the purpose and uses of printing and get your salespeople into offices where they can share ideas instead of waiting to “get the order.”

Ken Macro is an associate professor in the Graphic Communication Department at the California Polytechnic State University in San Luis Obispo, California, specializing in marketing and sales, printing production, and operations management.

Specs: 106 pp., 5.5x8.5-in perfect bound, ISBN 978-0-88362-770-9, copyright 2013