Full Description
How to Market Books has established itself as the standard text on marketing for both the publishing industry and the wider creative economy.
Blending theory and practice, this accessible guide highlights the critical role of the marketeer in a fast-changing industry and explains the strategies and techniques at their disposal. Whilst maintaining its core structure and approach, this seventh edition has been significantly updated to offer a more concise and practice-focused text which includes checklists, short international case studies, and questions for further thinking in every chapter. Other notable updates include:
• Additional coverage of data, analytics, and digital/social media, including tracking and measuring success, data privacy, and establishing and monetizing online communities.
• Discussion of brands in publishing, including niche brands and how to develop them.
• Coverage of independent publishing and the implications for those involved.
• Consideration of environmental and sustainability issues and the part played by publishing.
• Emphasis on collaborator relationships, including preparing authors for participation, brand and charitable partnerships, and working with other departments.
• Summary of principles of experiential marketing and engaging audiences through direct participation.
The techniques and tactics covered make this an invaluable book for industry professionals and students of Publishing Studies alike.
This book is supported by e-resources which feature additional case studies, interviews with key players in publishing and the book trade, tips on getting a job and funding applications, and examples of design proposals.
Contents
List of illustrations
Author's foreword and acknowledgements
Foreword: Alexandra Cooper, Group Marketing Director, Hachette UK
Part One: General principles and understanding
Marketing and marketing in publishing
What's for sale?
Market research and other sources of market information
The key role of data management within content marketing
Profit, loss and accountability
Part Two: Putting principles into practice
Marketing communications: 'The medium is the message'
How to write a marketing plan
Selling
Publicity and PR
Working with authors and other vital partnerships
Organising events, presentations and other opportunities to share content
Techniques for writing effective copy
The layout and dissemination of marketing materials
Glossary
Index
