Book publishers rightfully believe they grow their revenue and profits by performing innovative marketing activities. But thinking about creative marketing and actually doing it are two different things. What happens after a creative idea is born? In most cases, nothing. It is easier and less stressful to rationalize the status quo. Coming up with the ideas is generally not the problem. The trouble lies in the implementation of an idea that is outside one’s comfort zone. Yet, significant benefits can accrue from trying. Discover how to find and implement ideas at the APSS Book-Selling University in Philadelphia, Oct 24-25 http://tinyurl.com/kxucber