Marketing in Publishing

ISBN-13: 9780415151344 / Angielski / Miękka / 1997 / 176 str.

Patrick Forsyth; Robin Birn

Opis

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.

Spis treści

Preface 1 Marketing in context 2 Setting a course Appendix to Chapter 2: Case study 3 Action to promote sales 4 The personal touch 5 Managing distribution 6 Chips and change

O autorze

Patrick Forsyth’s career in publishing has spanned editorial, sales, and marketing. Now a consultant, he runs Touchstone Training and Consultancy, specialising in marketing, sales and management communication skills. He is author of a number of successful business books including Marketing Successful Presentations and 101 Ways to Increase Sales.