Successful writer can use the direct-to-consumer marketing to grow its brand? The author, who in a previous career spent major advertising agencies, uses advertising to successfully build your credibility as a writer of crime. In addition, he uses his experience in the management of the advertising creative process at work in the co-authors' literary production line "to produce more products than any other writer of bestsellers. Now he considers whether book clubs can be used to systematically build buzz for its new versions. Is it time to go to direct mail and one-to-marketing, or glory in the book business just won a focus on advertising and marketing events? "Hide
by John Deighton Source: Harvard Business School 16 pages. Publication Date: August 10, 2004. Prod. #: 505029-PDF-ENG
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