New Demands Result From Print-on-Demand —Michelson

That comes down to people power. Owners and managers must disband manufacturing mentalities, instead relying on marketing and business development expertise to guide their companies. Salespeople must become experts within specific vertical markets and assume more consultative roles when calling on decision makers who increasingly are marketing executives, not traditional print buyers. Employees possessing strong IT and database management skill sets are also required, along with regimented procedures to safeguard customer data. Several related articles in this special issue illustrate just some of the ways companies of various sizes are achieving these, and other, objectives in real-life scenarios.