  When: Wednesday, November 19, 1 - 2 p.m. ET
Not a TAA Member? Join today for only $30!
Presenters: Frank T. Rothaermel, Author, Professor, Georgia Tech; Nick Murphy, SVP - Business Development, Sales, and Project Management
A leading reason textbooks fail to get adopted isn’t content; it’s lack of visibility. Even the most innovative, classroom-ready resources can disappear in today’s crowded market if instructors never see them.
That was the challenge facing Frank T. Rothaermel, professor of strategy and innovation at Georgia Tech and author of Strategic Management (McGraw-Hill). Despite strong reviews and classroom-tested content, his book risked being overlooked. Partnering with BMG Solutions, Frank used precise, data-driven email campaigns to put his book directly in front of the right instructors, growing awareness, securing adoptions, and ultimately becoming the #1 best-selling strategy text in the U.S.
In this eye-opening session, Frank joins Nick Murphy, SVP of Business Development, Sales, and Product Management at BMG Solutions, to share the real story of how he bridged the adoption gap and built market leadership.
What you’ll learn:
- The harsh reality: Why “email doesn’t work” is a myth, and how poor targeting, not the channel itself, is the real problem.
- Your opportunity: How independent and publisher-supported authors alike can complement—not compete with—their publisher’s efforts to dramatically extend their book’s reach.
- The proof: Concrete results, including how Frank leveraged MarketPoint campaigns to connect with faculty, drive meaningful adoption growth, and transform visibility into market leadership.
Whether you publish with a major press or independently, this session will give you practical strategies—and a proven example—to help you take a more active role in your book’s success.
Frank T. Rothaermel bio coming soon.
As Senior Vice President of Sales, Business Development and Product for BMG, Nick Murphy uses his nearly two-decades of course adoption market experience to develop sales and marketing strategies to promote the growth of clients’ adoptions. He also oversees business development and operations to ensure timely delivery of business analytics reporting to our clients. Nick’s years of industry experience include editorial department work at Bedford/St. Martins, higher education textbook and technology sales at Cengage Learning, and K-12 digital literacy sales at Achieve3000.
|
