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How to Market Books



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ISBN 9780415727587
Published February 18, 2015 by Routledge
472 Pages

 
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Book Description

'Baverstock is to book marketing what Gray is to anatomy; the undisputed champion.' Richard Charkin, Executive Director of Bloomsbury Publishing and President Elect of the International Publishers Association

Over four editions, Alison Baverstock’s How to Market Books has established itself as the industry standard text on marketing for the publishing industry, and the go-to reference guide for professionals and students alike.

With the publishing world changing like never before, and the marketing and selling of content venturing into uncharted technological territory, this much needed new edition seeks to highlight the role of the marketer in this rapidly changing landscape.

The new edition is thoroughly updated and offers a radical reworking and reorganisation of the previous edition, suffusing the book with references to online/digital marketing. The book maintains the accessible and supportive style of previous editions but also now offers:

  • a number of new case studies
  • detailed coverage of individual market segments
  • checklists and summaries of key points
  • several new chapters
  • a foreword by Michael J Baker, Professor Emeritus of Marketing, Strathclyde University.

Table of Contents

Part 1: General Principles and Understanding  1. Marketing and marketing in publishing  2. What’s for sale?  3. Understanding the Market: Market Research and Other Sources of Market Information  4. Profit, Loss and Accountability  Part 2: Putting this into Practice  5. The Medium Is the Message  6. How to Write a Marketing Plan  7. Selling  8. Direct Marketing  9. Online Marketing  10. Publicity and PR  11. Working with authors and other vital partnerships  12. Organising events, presentations and other opportunities to share content  13. Techniques for writing effective copy  14. The layout and dissemination of marketing materials  Part 3: Specific Advice for Particular Markets  15. Approaching specific interest markets; the value and significance of niche in publishing  15.1 Finding the general reader  15.2 Marketing children’s books  15.3 Selling resources to public libraries  15.4 Promoting to university academics  15.5 Selling to academic libraries  15.6 Selling to educational markets  15.7 Marketing to doctors and other healthcare professionals  15.8 Selling to professional and industrial markets

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Author(s)

Biography

Alison Baverstock is Associate Professor in the Department of Journalism and Publishing at Kingston University, where she cofounded the MA Publishing in 2006, now with an international catchment area and reputation. She is a frequent commentator in the press and broadcast media on publishing and reading, a previous recipient of the Pandora Prize for Services to Publishing and a member of the Board of Management of the Society of Authors.

Reviews

'How to Market Books is an indispensable and encyclopaedic volume for anyone looking at selling books today, an essential part of any publishing library. From detailed case studies to big picture thinking and practical tips, it is always engaging, clear and above all incredibly useful.'--Michael Bhaskar, Digital Publishing Director, Profile Books and author of The Content Machine

'This rare book brings book marketing into the social media era, showing us how much has recently changed – as well as how basic marketing principles continue to apply.'--Dr Simone Murray, Senior Lecturer in Literary Studies and Print Cultures, Monash University, Australia

‘A superb work. This completely new edition of a classic offers all we need to know about this strategic subject.’--Professor Jesus Anaya Rosique, Editor and researcher in Latin American Publishing, Academia de Creación Literaria, Universidad Autónoma de la Ciudad de México

‘I doubt if there is anyone on earth who has thought about, and researched, the subject of marketing books more thoroughly than Alison. She is quite simply the "go-to person" on the subject.’--Andrew Crofts, author and ghost-writer

‘How to Market Books? is the answer to its own question. This is how! It's the best guide around to help you through the minefield of marketing books in the age of social, web, ereaders and digital complexity.’--Mark Thwaite, Head of Online, Quercus Books

‘As the book economy continues to develop and evolve in the digital age How to Market Books remains an essential guide to anyone wishing to understand and master the skills needed to help a title attain its biggest possible audience.’--Richard Mollet, Chief Executive, The Publishers Association

‘...from the marketing mix to online marketing, this book tells you what you need to know.’--Angus Phillips, Director, Oxford International Centre for Publishing Studies