2009 and Beyond —Polischuk

The coming year will put a real squeeze on how converters and suppliers in package printing will spend their money. However, an interesting comment is made by Sharan Jagpal, author of a book called, Fusion for Profit: How Marketing & Finance Can Work Together to Create Value. “In a recession, it’s harder to gain new customers, to convince existing customers to buy more, and to win back customers who have left,” he says. “So, companies often need to be spending more money, not less. They just need to be smart about it.”