Guide to Integrated Marketing and Media Convergence: The Print Provider's Guide to Use, Sell, and Profit from Integrated Marketing and Emerging Technologies

Print plays a vital role in the communication chain: providing dialogue, supporting engagement, enhancing interaction, and facilitating measurement. Print is a natural, integral part of the world of new media--those emerging media technologies that lean heavily on digital tools and the Internet. But how exactly do they work together? This book is your roadmap to the world of "new print," helping you fully understand the business opportunities, marketing goals, technologies, and profitable results at hand for your own company as well as for clients to whom you can supply these integrated services. These are the tools that help you stand apart from the competition.