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Heinemann's Beginnings
- Temple Ireland Rosenberger started at Heinemann, accidentally saying "Heineken."
- The office was fun, with a skateboarding sales rep.
Heinemann's Niche
- Heinemann's professional development books for teachers were very successful.
- Heinemann focused on teacher-centric materials, differentiating it from textbook companies.
Grassroots Marketing
- Heinemann's marketing relied on word-of-mouth and teacher testimonials.
- At trade shows, teachers emotionally praised Heinemann's books.