Marketing in Publishing
Marketing in Publishing, offers a wealth of practical information on creative strategies to increase book sales in a competitive and rapidly-changing marketplace. It is the first comprehensive study in this area to be published since the ending of the Net Book Agreement.
Patrick Forsyth, now a marketing consultant, draws in his many years' experience of the publishing industry to reinstate marketing firmly where it should be: as an integral and integrated part of the whole marketing process.
Marketing in Publishing gives expert guidance on different elements of the marketing process, including advice on promotional and direct mail options, and a step-by-step section on how to make an effective sales call. It includes a valuable discussion of fusing market research intelligently to identify new opportunities and market niches. The book also features an authoritative chapter evaluating the importance of electronic publishing.
Completely up-to-date, Marketing in Publishing will be essential reading both for those working in marketing and editorial departments, and for students of publishing studies.
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Marketing in context
Figures Figure 1 The marketing process
Setting a course
Action to promote sales
The communications mix
The buying process
An example of a press release
An example of direct mail 745
The personal touch
The buying sequence
The decisionmaking balance and handling objections
Distributive chains in publishing
Chips and change
Other editions - View all
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