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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How has the emergence of the online space and all of its potential affected the 200-year-old company?
Dunn: … The way we’re organized here, I’ve really tried to empower the teams to be entrepreneurial in how they look at the lists, how they market and promote, and really think more about having conversations with customers rather than just marketing to them in the traditional sense. And everyone interprets that in different ways, but the size of Wiley makes it a place where there are lots of resources available, if you know where to look, … and you get a lot of support to try new things as well.
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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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