▁of ▁digital , ▁ton er - based ▁printing ▁press es ▁to ▁produce ▁unique , ▁personal ised ▁pieces ▁for ▁each ▁recip ient ▁through ▁variable ▁data ▁printing . ▁They ▁can ▁personal ise ▁documents ▁by ▁information ▁contained ▁in ▁their ▁databases , ▁including ▁name , ▁address , ▁dem ograph ics , ▁purchase ▁history ▁and ▁do z ens ▁to ▁hundreds ▁of ▁other ▁variables . ▁The ▁result ▁is ▁a ▁printed ▁piece ▁that ▁reflect s ▁the ▁individual ▁needs ▁and ▁prefer ences ▁of ▁each ▁recip ient , ▁increasing ▁the ▁relev ance ▁of ▁the ▁piece ▁and ▁increasing ▁the ▁response ▁rate . ▁ ▁S cope ▁Additionally , ▁relationship ▁market ing ▁has ▁been ▁strongly ▁influenced ▁by ▁re engine ering . ▁According ▁to ▁process ▁re engine ering ▁theory , ▁organizations ▁should ▁be ▁struct ured ▁according ▁to ▁complete ▁tasks ▁and ▁processes ▁rather ▁than ▁functions . ▁Thus ▁cross - function ▁teams ▁should ▁be ▁responsible ▁for ▁a ▁whole ▁process ▁from ▁beginning ▁to ▁end ▁rather ▁than ▁having ▁the ▁work ▁go ▁from ▁one ▁functional ▁department ▁to ▁another , ▁whereas ▁traditional ▁market ing ▁uses ▁the ▁functional ▁( or ▁' s ilo ') ▁department ▁approach ▁where ▁stages ▁of ▁production ▁are ▁handled ▁by ▁different ▁depart ments . ▁The ▁legacy ▁of ▁traditional ▁market ing ▁can ▁still ▁be ▁seen ▁in ▁the ▁traditional ▁four ▁Ps ▁of ▁the ▁market ing ▁mix : ▁pr icing , ▁product ▁management , ▁promotion , ▁and ▁pla cement . ▁According ▁to ▁Gordon ▁( 1 9 9 9 ), ▁the ▁market ing ▁mix ▁approach ▁is ▁too ▁limited ▁to ▁provide ▁a ▁us able ▁framework ▁for ▁assess ing ▁and ▁developing ▁customer ▁relationships ▁in ▁many ▁indust