Editor's Note Variable Tactics

They made a good case. But they also left many in-plant managers wondering: "How can I do this in my shop?" After all, most in-plants don't have the clout to simply instruct their companies and organizations to revamp their marketing plans and start personalizing.

Not only that, variable data printing requires buying software, redesigning marketing materials and collecting and managing a lot of data. Several departments have to pitch in to make it work.