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Printer OEMs are losing their highest-margin products, which are supplies, to third-party remanufacturers. More than $13 billion in revenue is potentially at stake during the next 12 months. Gartner describes how to build a marketing campaign to slow defections and win back customers.
Table of Contents
Background and Context
- 3.1 Step 1. Design a Marketing Campaign That Begins With Education
- 3.2 Step 2. Execute the Campaign Aggressively
- 3.3 Step 3. Utilize PR and Legal Successes Judiciously
- 1.0 Introduction