"Most people purchase stuff because somebody has recommended the title," said Steve Sammons, executive vice President for consumer engagement at Zondervan.

大多数人购买那些别人推荐过的图书，桑德凡出版公司消费者互动部门副总裁Steve Sammons如是说。

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Mac Zondervan, BolsWessanen's chairman, acknowledges that this is too many things in too many places.

ECONOMIST: BolsWessanen

That spread the word far enough for the 2002 book, published by the Zondervan unit of HarperCollins, to sell 25 million copies through mostly conventional channels.

FORBES: Promote It Yourself

Shareholders might want to see some of this money themselves, but Mr Zondervan dislikes the idea of a share buy-back because of its tax implications in the Netherlands, but also because he would rather spend the money.

ECONOMIST: BolsWessanen