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Interestingly, another trend suppliers are noticing in this market is that customers are re-inventing themselves. Porter is seeing customers position themselves as full service providers rather than simply providing a single item (e.g., business forms). When distributors have the chance to turn additional profits by dipping into other niches, it becomes even more crucial to learn which departments— such as marketing—need some extra TLC, despite a temptation to cut corners during tough times. If you don’t market yourself, how will everyone know you’re still surviving, and more importantly, how will they know that you can help THEM?
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- People:
- Hakman
- Mike Vejar
- Steve Porter
E
Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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