ISBN 9780749454715,How to Market Books: The essential guide to maximizing profit and exploiting all channels to market

How to Market Books: The essential guide to maximizing profit and exploiting all channels to market

Publisher:

Kogan Page Ltd

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ISBN 9780749454715
Publisher

Kogan Page Ltd

Publication Year 2008
ISBN-13

ISBN 9780749454715

ISBN-10 0749454717
Binding

Paper Back

Edition 4th
Number of Pages 336 Pages
Language (English)
Subject

Marketing

How to Market Books has for many years been the place to turn for professionals in an industry charged with maximizing revenues and minimizing costs. In recent years the selling and marketing of books has come under more and more pressure. The industry has become dominated by the larger chains, new channels to market, and new players such as supermarkets. This book provides answers for the publishing professional whose job it is to market and sell books in today¯s increasingly competitive book selling environment.

Whether you are a marketing or sales director, manager or executive, How to Market Books shows you best-practice ways to maximize marketing¯s return on investment and deliver top-line growth for your publishing company. For all publishing staff, whatever their area of responsibility, for authors, booksellers, librarians and academics teaching publishing and related subjects, it is vital background reading.

About The Author
Alison Baverstock began her career in publishing and now runs a marketing consultancy. She is also a Senior Lecturer within the Business School of Kingston University, where she helped set up the MA in Publishing Studies. The author of 15 books, she regularly gives seminars at universities teaching Publishing Studies and teaches a module on marketing for writers as part of Kingston¯s MA in Creative Writing. She has given guest lectures on marketing in publishing all over the world.

Table of Contents
Marketing in publishing: what it means and what is involved
What you are up against
The meaning of marketing
What marketing means in publishing
Checklists for achieving good marketing
How to draw up a marketing plan
Final summary for marketing plans: a checklist of what you must cover
¯The medium is the message¯: how to reach the market and different types of promotional format
Marketing information for the commissioning meeting
First in-house alert to all
Advance notices or advance information sheets
Website entry
Book jacket/cover copy
Catalogues
Leaflets and flyers
Direct mailshots
Press releases
Presenters and brochures
Posters, show cards and point of sale
Space advertisements
Information for telesales campaigns
Radio ads
Television and cinema ads
Techniques for writing effective copy
No rules
Writing about things you don¯t like or don¯t understand
Five basic principles
How to learn more about writing well
Acronyms
Further techniques for effective writing
Topping and tailing your promotion material
Writing promotional copy for books you don¯t understand
Presenting and defending your copy
The layout and dissemination of marketing materials
Design
What is good design?
How promotional text gets read
How to find a designer
How to work effectively with a designer
How to brief a designer
How a design job progresses
Advice on how to proofread text
Managing without a designer
Getting materials printed
Direct marketing
The advantages of direct marketing
Direct marketing and the publishing industry
Kinds of published product for which direct marketing works best
The essentials for a direct marketing campaign
A plan
A list
An offer
The most appropriate format(s) for your marketing material
A decision on timing
A copy platform
How to make each component part as effective as possible
Design services
A system of despatch
Mailing costs
A method of monitoring success
How to work out whether your direct marketing is successful
Fulfilment services
Coding your order form
Postage and packing
What to do with the returns
Which direct marketing format to choose
Telemarketing
Direct marketing by e-mail
Direct marketing by fax
A final checklist for all forms of direct marketing
Using the Internet to sell
The rise of Internet sales
How Internet usage by publishers has changed
How to improve the effectiveness of online marketing
How to set up a website
The basics: what to do first
Planning and designing your website
The cost to set up a website
Search engine optimization
Testing and launching the site
Marketing your website
E-mails
Online advertising
Blogs
Legal restrictions
¯Free¯ advertising
People who liaise with the media
What you need to succeed in dealing with the media
When to start pursuing coverage
Recording the names of your contacts
How to write an effective press release
Top ten tips for getting images into the trade press
The best time to contact journalists
Author interviews
Selling ideas by phone
Ensuring press coverage for very specialized products
Book reviews
Free copies for minimal coverage
The relationship between editorial and advertising on magazines
Organizing advertising and promotions
Where to advertise
Cost
Study the media
What to say
Space advertising for specialist publishers
Organizing promotions
Sponsorship
Offering incentives
Update your website/produce a news sheet
Allow the reader to try your publication out
Stunts
Organizing events
Sales conferences
Promotional parties and book launches
Press conferences
Author tours and signing sessions
Exhibitions
Award ceremonies and literary prizes
The bottom line: how to look after a marketing budget
Where marketing budgets come from
Drawing up a budget
How much is spent
How the budget is divided up
When to spend it
How to monitor your budget
How to make your budget go further
Hanging on to a reasonable budget
Approaching specific interest markets
The ¯general reader¯
Finding enthusiasts and recommender's for books and writers
Selling books to public libraries
Selling to academic libraries
Selling to educational markets
Promoting to university academics
Marketing children¯s books
Marketing to medics
Selling information to professional markets
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