‘The Secret’ is Out (of Stock)
Brand hijacking, word-of-mouth and a co-publishing deal have this controversial, self-help title flying off the shelves.
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So maybe Byrne is onto something. Maybe the first step to a successful marketing campaign is thinking positive thoughts about the book’s sales and profitability. Then again, Oprah probably helps, too.
“It just shows you that, at the end of the day, word-of-mouth is king, and you can’t keep a good book down,” Curr says. “You just have to keep it in stock.” BB
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Matt Steinmetz
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Matt Steinmetz is the publisher and brand director of Publishing Executive.
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