How to Market Books: The Essential Guide to Maximizing Profit and Exploiting All Channels to MarketHow 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". |
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 |
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Common terms and phrases
academic benefits blog booksellers bookshops brochure campaign catalogue colour competition copy copywriter costs coverage customers David Ogilvy Digital proofs direct mail direct marketing discount e-mail editor educational publishers effective ensure envelope example feature format freepost headline in-house interesting journalists Kingston University leaflets letter librarians look magazine mailing lists mailshot manager marketing budget marketing materials marketing plans offer order form organization particular point of sale press release print on demand print run professional promotional publication publishing house purchase reader recipient relevant reps response schools selling space advertising specific spend split infinitive staff target teachers telemarketing telesales titles trade update usually viral marketing Wendy Cope writing