'Pyromarketing' Gets the Green Light

by Juli Cragg Hilliard, PW Daily -- Publishers Weekly, 8/24/2005

HarperBusiness will publish Greg Stielstra's Pyromarketing: The Four-Step Strategy to Ignite Customer Evangelists and Keep Them for Life Sept. 27, without any substantial alterations. Stielstra, senior marketing director for HC sister company Zondervan, charged last month that HC was holding up release of the book because representatives of Rick Warren did not want him to mention Warren's Purpose-Driven Life in the book. Stielstra had worked on the Purpose-Driven campaign and includes marketing lessons from promoting the title in Pyro.

"I don't know what broke the logjam, but I am glad it's broken," Stielstra says. "I'm very pleased that HarperCollins has decided to publish Pyromarketing and I look forward to vigorously promoting it with them."

Harper director of corporate communications Lisa Herling says Pyromarketing will have a first printing of 30,000 copies and will be marketed to a business audience.

"My experience has been that the most successful books have been the ones written by authors who actively participate in the books' promotion, and I plan to be one of those authors," says Stielstra, who has worked for Zondervan for more than 13 years. He has lined up a series of speaking engagements beginning Sept. 28 in Albany, N.Y.