PRINTER news

—In contrast, more respondents favor integrated marketing as the best approach: 30 percent of U.S. firms cited a combination of mail, e-mail and Web campaigns as generating the most business for them (27 percent EU).

• B2B marketers recognize the enhanced effectiveness of combining traditional and digital channels—58 percent of U.S. firms and 53 percent of EU firms feel that concentrating solely on electronic media would seriously damage their ability to generate leads.