Over five editions, How to Market Books has established itself as the standard text on marketing for both the publishing industry and the wider creative economy. Industry professionals and students of Publishing Studies rely on the techniques and tactics in this invaluable book.
With the publishing industry changing fast, and the marketing and selling of content now delivered worldwide through technology, this much needed guide highlights the critical role of the marketeer, and the strategies and techniques at their disposal. The book’s approach is logical and calming; beginning with marketing theory and moving into how this works in practice. Readers benefit from a blend of practical advice on how to organise and deliver marketing plans – and an objectivity which supports their future management of issues not yet on the horizon.
Thoroughly updated, this 6th edition maintains the book’s popular, accessible and supportive style, and now offers:
- A fully international perspective for today’s global industry
- New case studies to illustrate changing industry issues and application
- Completely updated coverage of digital and social marketing and GDPR
- Topical updates, more case studies and tips on getting work in publishing on a companion website
- Detailed coverage of individual market segments, bringing relevance to every area of publishing
Table of Contents
General principles and understanding
Chapter one: Marketing and marketing in publishing
Chapter two: What’s for sale?
Chapter three: Market research and other sources of marketing information
Chapter four: The role of marketing within the business of publishing
Putting principles into practice
Chapter five: Reaching the market: how best to approach your customers
Chapter six: How to write a marketing plan
Chapter seven: Selling
Chapter eight: Direct marketing
Chapter nine: Digital marketing
Chapter ten: Publicity and PR
Chapter eleven: Working with authors and other vital partnerships
Chapter twelve: Organising events, presentations and other opportunities to share content
Chapter thirteen: Techniques for writing effective copy
Chapter fourteen: The layout and design of marketing materials
Specific advice for particular markets
Chapter fifteen: Approaching specific interest markets
Appendix: GDPR and privacy
Alison Baverstock is Associate Professor of Publishing at Kingston University where she jointly established publishing education, and Kingston’s MA Publishing. She has researched and written widely about the creative economy and is a regular media commentator. In 2007 she received the prestigious Pandora Award for Services to Publishing.
Susannah Bowen is Head of Marketing (Higher Education) at Cengage Australia and Hon. Fellow, University of Melbourne. She has worked in publishing since 1996 in Australia and Europe.
With a foreword by David Shelley, CEO of Hachette UK