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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Do you find it difficult to obtain buy-in from authors to help market their titles through new media channels?
Dunn: Quite often, we take our leads from the authors. We’ll show them what we can do, and they can tell us what they want to do. Because, at the end of the day, if you don’t have their engagement—just like a customer—you’re not going to go very far with this. …
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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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