How to Market Books: The Essential Guide to Maximizing Profit and Exploiting All Channels to Market

Front Cover
Kogan Page Publishers, 2008 - Business & Economics - 324 pages

How to Market Books, now in its fourth edition, has for many years been the place to turn for professionals in the industry charged with maximizing revenues and minimizing costs. In recent years the selling and marketing of books has come under more and more pressure. The industry has become dominated by the larger chains, by new channels to market, by new players such as supermarkets, and by consumer demand for different product formats. This book provides the answers for the marketer whose job it is to sell and market books in today's increasingly competitive bookselling environment.

Whether you are a marketing or sales director, manager or executive, How to Market Books shows you best-practice ways to maximize marketing ROIs and deliver top-line growth for your publishing company. Written by Alison Baverstock, Senior Lecturer in Publishing Studies at Kingston University, the new edition has been brought right up to date to include: digital and online marketing; professional and STM publishing; leveraging international sales; and low-cost "guerrilla" marketing. Used throughout the industry, the new edition will ensure that the book maintains its well-earned status as "the bible of book marketing".

 

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Contents

what it means and what is involved
1
how to reach the market and different types of promotional format
23
Chapter 3 Techniques for writing effective copy
39
Chapter 4 The layout and dissemination of marketing materials
73
Chapter 5 Direct marketing
93
Chapter 6 Using the internet to sell
151
Chapter 7 Free advertising
171
Chapter 8 Organizing advertising and promotions
191
Chapter 9 Organizing events
207
how to look after a marketing budget
219
Chapter 11 Approaching specific interest markets
235
Useful contacts for further information
291
Glossary
295
Bibliography
313
Index
315
Copyright

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About the author (2008)

Alison Baverstock began her career in publishing before setting up a marketing consultancy. She was heavily involved in setting up both the Kingston Readers' festival and the MA in Publishing Studies at Kingston University, where she is a Senior Lecturer. She regularly gives seminars on Publishing Studies at various universities and also lectures on Creative Writing. She has written several books, including Marketing Your Book: An Authors Guide and Is There a Book In You?

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