Wiley Merges Old and New
Christine Dunn, director of marketing, John Wiley & Sons’ professional and trade division, talks about how the 200-year-old company’s marketing efforts blend new and traditional media.
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You mentioned there will be more of a focus on measurement. What other challenges do you face as a book marketer in today’s environment?
Dunn: Return on investment is important, and there are lots of different companies out there who say they can give you measurements, analytics and that sort of thing. But as we’ve grown in this new media environment, we’ve learned how to set up our campaigns in ways that measurement becomes a bit easier, so that we’re doing some of the prep work ahead of time knowing that we’ll be able to see results in a better way.
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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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