Greenwich, CT

By Hallie Mummert A good idea can go far in the world, but a good idea that is properly marketed stands a better chance of success. This is the reason why marketing promotions for books that promise to show people a new way to live focus as much on the authors and their credentials as they do on the ideas in the books. But as Michael Weil notes, "It's hard to manufacture experts with [direct] mail alone." Weil is senior product manager at Boardroom Inc., the Greenwich, CT, publisher of Bottom Line/Personal newsletter, along with other newsletters and books. One of the products in

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