The Web Revisited
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The Web also makes it possible to conduct inexpensive focus groups and hone product offerings. Book marketing expert John Kremer got a fantastic marketing insight online when he was about to release the fifth edition of his popular 1001 Ways to Market Your Books. Kremer posted four cover designs at www.bookmarket.com, then asked the members of his publishing mail list to let him know which one they preferred. Of the two hundred publishers who replied, 90 percent selected a cover he had not intended to use. Doing similar research without the use of the Internet would have been costly in both time and dollars, perhaps making it prohibitive.
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