<p>Theoretically, marketing is simple: Convince people that you can provide your customer with what he wants, when he wants it, where he wants it, at a price he is willing to pay -- and at a profit to you. But while many companies understand the theory, they often fail at execution. In this new, updated edition of Hands-on Marketing for the Printer, Lyman Henderson draws on over 50 years of experience as President and Honorary Chairman of Davis + Henderson, Ltd., his family-owned printing communications firm, to define and show how you can apply the concepts of marketing to your business to create a more rewarding, diverse, and profitable organization. Providing useful, real-world information, Henderson offers everything you need not only to understand what marketing is and why it is important to your existence in today's competitive landscape, but how to organize for marketing that will improve your results now. Hands-On Marketing for the Printer will take you from where you are to where you want to be -- in terms of your customers, competitors, growth, and profits.</p>

Hands-On Marketing for the Printer

Lyman Henderson

NAPL

The printing industry is rapidly moving from a cost-driven commodity market toward a service-oriented culture and market-driven pricing -- pricing to the customer's sense of value rather than based on the producer's costs. The challenge is to get more business at higher margins through producing, marketing, and selling more customer-oriented products and services. Pricing is the printer's most effective profit tool, yet many printers continue to use only a cost-plus pricing system. A market-driven pricing system is the road to increased profitability. In this revised edition of The Pricing Game, Lyman Henderson draws on over 50 years of experience in the printing industry to show you how to create a successful pricing strategy. Henderson clearly explains the importance of understanding the customer's concept of value, the theories of target marketing and sustainable competitive advantage, and the value that is created by specializing. Effective pricing requires skill, intuition, industry knowledge, market savvy, and an ability to see the job from your customer's point of view. If this book can be summed up in two words, they are, "price higher." Pricing is a game, but it is not a game for amateurs; the winners will be able to increase prices and profitability.

The Pricing Game

See the best price to sell, buy, or rent books by Lyman Henderson. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Lyman Henderson

See the best price to sell, buy, or rent books by Lyman Henderson. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Hands-On Marketing for the Printer

The Pricing Game