Part I
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
Part II
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
Part III
Specific advice for particular markets
Chapter fifteen: Approaching specific interest markets
Appendix: GDPR and privacy
Biography
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
