Department

Graphic Communication Department

Degree Name

BS in Graphic Communication

Date

12-2009

Advisor(s)

Harvey Levenson

Abstract/Summary

The purpose of this study is to show how many different variables go into building a strong sales department and the effect it has on the overall success of a company and the graphic communication industry as a whole. This study will show what sales departments are doing to maintain their client base and reach their sales goals even in the midst of changes within the industry. It will also show the impact of the sustainability movement on sales and marketing efforts.

The study showed the most recent sales figures for two of the top companies in the print industry. All of the companies that were included in this study suffered from severe setbacks over the course of the five fiscal quarters observed, due to the economic recession. This study also investigated what professionals in the printing industry see as the main quality of a salesperson. All three of the interviewees reported that relationships are the ultimate key to obtaining substantial and sustained sales.

Results showed that sustainability is without a doubt an important factor in the marketing and sales efforts of all the companies studied. However, it is becoming increasingly important to continuously adapt their sales departments in this ever-changing industry.

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