SPECIAL REPORT -- Web Offset - Weird Windings Of the Web

Get to Know the Five Ps

Horrors! Most management are mechanics, inwardly directed at their plants. Salespeople are necessary evils—ghouls really—sent out in derelict darkness to feed the presses. Why provide them with closed-loop systems of the demand-making sort? The answer has been foretold. It is the only sensible option, and the investment is in the 5Ps instead of the CIP3/4s: Positioning, packaging, promotion, placement and product development. The R&D is determining who and where those 2,000 demanders are, and what's lacking and needed.