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To find out what is keeping customers awake at night, Ryan suggested attending some meetings of business organizations they belong to. “Listening to discussions and doing a little research can help you get in the door,” he said. Ryan also recommended Frank Romano’s Marketing 4 Digital tool (available at www.gain.net). The Rochester Institute of Technology’s professor emeritus has done the homework on 24 market segments—including health-care, insurance and real estate—explaining particular issues impacting each one, as well as print applications and buying practices. Ryan noted that the materials go beyond digital printing to provide a sound strategy for selling into the markets.
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- George Ryan
- Paul V. Reilly
Maggie Dewitt
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