Outlook 2010: Prognosis: Baby Steps
Industry insiders only see a modest uptick this year over last; further shift from print and store to digital inevitable
As part of their adjustments to the new reality of lower sales volume and print's growing inefficiencies, most retailers, particularly those rooted in catalog or online, are modernizing their sales and marketing efforts this year. The still-challenging economy coupled with the greater expense of nondigital marketing has forced many to rely more heavily on e-commerce to close sales, Giesmann points out.
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