How to Market Books
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How to Market Books

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Description

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
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Product details

  • Paperback | 482 pages
  • 156 x 234 x 30.48mm | 712g
  • ROUTLEDGE
  • London, United Kingdom
  • English
  • New edition
  • 6th New edition
  • 19 Tables, black and white
  • 1138597252
  • 9781138597259
  • 579,826

Table of contents

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
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About Alison Baverstock

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
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