Buch, Englisch, 344 Seiten, Format (B × H): 156 mm x 234 mm
Buch, Englisch, 344 Seiten, Format (B × H): 156 mm x 234 mm
ISBN: 978-1-032-96477-5
Verlag: Taylor & Francis Ltd
How to Market Books has established itself as the standard text on marketing for both the publishing industry and the wider creative economy.
Blending theory and practice, this accessible guide highlights the critical role of the marketeer in a fast-changing industry and explains the strategies and techniques at their disposal. Whilst maintaining its core structure and approach, this seventh edition has been significantly updated to offer a more concise and practice-focused text which includes checklists, short international case studies, and questions for further thinking in every chapter. Other notable updates include:
• Additional coverage of data, analytics, and digital/social media, including tracking and measuring success, data privacy, and establishing and monetizing online communities.
• Discussion of brands in publishing, including niche brands and how to develop them.
• Coverage of independent publishing and the implications for those involved.
• Consideration of environmental and sustainability issues and the part played by publishing.
• Emphasis on collaborator relationships, including preparing authors for participation, brand and charitable partnerships, and working with other departments.
• Summary of principles of experiential marketing and engaging audiences through direct participation.
The techniques and tactics covered make this an invaluable book for industry professionals and students of Publishing Studies alike.
This book is supported by e-resources which feature additional case studies, interviews with key players in publishing and the book trade, tips on getting a job and funding applications, and examples of design proposals.
Zielgruppe
Postgraduate, Professional Practice & Development, and Undergraduate Advanced
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
List of illustrations
Author’s foreword and acknowledgements
Foreword: Alexandra Cooper, Group Marketing Director, Hachette UK
Part One: General principles and understanding
- Marketing and marketing in publishing
- What’s for sale?
- Market research and other sources of market information
- The key role of data management within content marketing
- Profit, loss and accountability
Part Two: Putting principles into practice
- Marketing communications: ‘The medium is the message’
- How to write a marketing plan
- Selling
- Publicity and PR
- Working with authors and other vital partnerships
- Organising events, presentations and other opportunities to share content
- Techniques for writing effective copy
- The layout and dissemination of marketing materials
Glossary
Index
