DIRECT SALES: Never Mind the Big Etailers?
25 Tips from Five Publishers on Selling Direct to Your Customers
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Leonard Jacobs
Chief Operating Officer
Shambhala Publications
Since its beginnings as a bookshop in Berkeley, Calif., some 40 years ago, Shambhala has built a loyal following of readers who trust the publisher to release quality books on spirituality, health and psychology.
Knowing the customer is about more than sales data. "Shambhala actually was a bookseller before it was a book publisher, so it both had a sense of who consumers were that were buying books, as well as what books consumers were willing to buy," Jacobs says. Targeted marketing efforts are based on actual buying patterns, he says, rather than surveys or other types of market research.
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James Sturdivant
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