Marketing in Publishing

Front Cover
Psychology Press, 1997 - Business & Economics - 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 Publishinggives 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 Publishingwill 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
Setting a course
Appendix to Chapter 2
Action to promote sales
The personal touch
Managing distribution
Chips and change

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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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