Marketing in Publishing

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Psychology Press, 1997 - Language Arts & Disciplines - 154 pages
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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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Contents

Marketing in context
1
Figures Figure 1 The marketing process
11
Setting a course
14
Product lifecycle
37
Action to promote sales
50
The communications mix
51
The buying process
52
An example of a press release
59
An example of direct mail 745
75
The personal touch
93
The buying sequence
106
The decisionmaking balance and handling objections
120
Managing distribution
124
Distributive chains in publishing
125
Chips and change
136
Copyright

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About the author (1997)

Patrick Forsyth runs Touchstone Training & Consultancy and has many years of experience as a consultant and trainer.

Birn is managing director of Strategy, Research and Action Ltd. He is a practical researcher who specialized in providing research for marketing and sales planning.

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