Are You Ready for the Future
Industry leaders tackle the challenges and opportunities ahead—from electronic publishing to online content viewing to increasing competition and declining readership—and reveal their strategies for making the coming years profitable.
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What kinds of trends do you see in educational book publishing beyond 2006?
Beck: Continuation of testing of students in all disciplines. More small and mid-size companies forming partnerships in creating full-service packages.
What are some of your strategies for making the year profitable for your company?
Beck: [We have] created a careful marketing plan and paid more attention to our current customer base as opposed to prospecting for new customers. Over the last two years, we have tracked [purchases by] current customers for prospecting purposes, and hitting our current customers more often has paid larger dividends.
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Brian R. Hook
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