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
Biography
Alison Baverstock is Professor of Publishing at Kingston University, UK, where she jointly established their MA Publishing course.
Endorsements for this and previous editions:
‘For any book to remain continuously in print for such a long time is a testament to its real worth. Dr Baverstock’s prose is a model of clarity and easy to follow. The book’s ability to engage the reader and hold their attention is amply confirmed by the many endorsements of it, its adoption as a ‘set book’ on specialist publishing courses, and the fact that it has been translated into 15 different languages.’
– Emeritus Professor Michael J. Baker, University of Strathclyde.
‘I have been recommending How to Market Books when talking to university students about publishing as a career, or at SYP conferences, ever since the first edition in 1990. Publishing has changed enormously over those years, with the increasing power of central buying and – most of all – the arrival of the internet. Successive editions have always reflected changing market conditions with detailed, accessible and practical advice on what to do and how to do it. This new edition more than keeps up the tradition.’
– Nicholas Jones, Strathmore Publishing
‘This is a book that identifies what is at the heart of not only marketing a book, but of publishing itself. And it both embraces and celebrates change yet does not shrink from identifying opportunities that we should see are staring us in the face.’
– Gordon Wise, Curtis Brown, past President of the Association of Authors’ Agents
‘How to Market Books is a core text for our publishing degrees. Its combination of marketing theory, publishing knowledge, and practical advice, now thoroughly updated, is an immensely helpful resource to anyone setting out on a career in publishing. It’s also a great place for current publishers to go to understand and improve their own marketing activities.’
– Professor Claire Squires, Director of the Stirling Centre for International, Publishing and Communication, University of Stirling, UK
‘How to market books is an easily readable, well-organized, comprehensive guide to marketing. It is an excellent resource for universities offering Publishing Studies and should be on every publisher’s shelf. I wish I had written it!’
- Anne Converse Willkomm, Associate Dean, Office of Graduate Studies, Drexel University, USA
‘This standard work on marketing for the publishing industry has proved invaluable to students of publishing and industry professionals alike. Taking you from the marketing mix to online marketing, this book tells you what you need to know.’
– Professor Angus Phillips, Director, Oxford International Centre for Publishing Studies, UK
‘There is a dearth of up-to-date information about the theory and practice of book marketing. Alison Baverstock has filled the gap admirably; her book should be required reading for the novice and will provide an informative guide for the experienced practitioner.’
‘Over the years the book has attracted innumerable compliments for its common-sense and practical information: it has appeared on reading lists everywhere, on the shelves of libraries supporting study in the field, and in small firms and departments where publishing and bookselling take place for real… It does what it says on the tin – it offers a great deal of sensible and relevant information that readers really want and need.’
‘This is excellent. The clarity of the whole thing is beyond praise – let alone the gargantuan task of compilation on such a comprehensive scale. Many congratulations. It deserves to become the ‘bible’ of the publishing industry.’
– Emeritus Professor Emrys Jones, LSE
‘The most comprehensive and useful tome on book marketing available. It is an indispensable teaching tool and guide.’
– Gian Lombardo, Publisher-in-Residence, Emerson College USA, and Director, Quale Press
‘I think this book will be of considerable interest to authors, as it brings together a good deal of information from different areas in the trade to which authors rarely have access. Most authors have contact only with their editor...and have no idea what goes on in the rest of the organisation.’
