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Going High-Tech and Beyond: Desktop Publishing Advances
By Joe Cavaluzzi, Special to The Star-Ledger
January 21, 2001
An Excerpt
 Debra Taeschler, President of GráficaGroup, a group of Chester-based companies including GráficaAdvertising — a full-service advertising agency — as well as GráficaInter.active and Gráfica.eCRM Corp., said desktop publishing is playing an integral role in the rapidly growing field of enterprise customer relationship management.
"Desktop publishing, like communications in general, is evolving into a customer relationship platform," Taeschler said. "Companies are going to invest up to $90 billion in customer relationship platforms. That will impact advertising because agencies have to employ their disciplines on top of the technology to refine client communications."
Taeschler estimates that as many as 20 different software manufacturers are offering customer relationship management solutions. "Typically," she said, "it allows you to communicate the right message to the right person at the right time. The theory is to spend the least amount of money per customer to get the highest return. We're helping companies apply the technology to marketing communications."
GráficaGroup uses a suite of customer relationship management products. "It's really database marketing on steroids," Taeschler said. "It's a corner store front-end with a Home Depot back-end. The Web has put the power in the customer's hands."
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