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June 22, 2004

News & Opinion: Dearborn Trade - Personality

By: 800-CEO-READ @ 12:31 PM – Filed under: Management & Workplace Culture

Q: Tell me about Dearborn Trade. How would you describe the "personality" of the imprint?
Zigmund: Split! At Dearborn we publish a combination of basic, tried and true titles as well as forward-looking, first-to-market books. This is a deliberate strategy: our customers have varying needs. Some are just starting out and want the basics that are covered in Anatomy of a Business Plan or You Need to be a Little Crazy, while others are trying to break out of the ordinary and look to books like Creating Customer Evangelists or The Radical Leap.