How to market books the essential guide to maximizing profit and exploiting all channels to market

'Baverstock is to book marketing what Gray is to anatomy; the undisputed champion.' Richard Charkin, Executive Director of Bloomsbury Publishing and President Elect of the International Publishers Association Over four editions, Alison Baverstock's How to Market Books has established itself as the industry standard text on marketing for the publishing industry, and the go-to reference guide for professionals and students alike. With the publishing world changing like never before, and the marketing and selling of content venturing into uncharted technological territory, this much needed new edi. Read more... Abstract: 'Baverstock is to book marketing what Gray is to anatomy; the undisputed champion.' Richard Charkin, Executive Director of Bloomsbury Publishing and President Elect of the International Publishers Association Over four editions, Alison Baverstock's How to Market Books has established itself as the industry standard text on marketing for the publishing industry, and the go-to reference guide for professionals and students alike. With the publishing world changing like never before, and the marketing and selling of content venturing into uncharted technological territory, this much needed new edi Content: Cover Half Title Title Page Copyright Page Dedication Table of Contents List of illustrations Author's foreword and acknowledgements Foreword Part I: General principles and understanding 1. Marketing and marketing in publishing The meaning of marketing What marketing means in publishing Checklists for achieving good marketing Segmenting, targeting and positioning Branding Integrated marketing communications (IMC) Relationship marketing 2. What's for sale? Roles and situations in which content might be marketed Where the marketing and selling of publishing content goes on. Who is involved in marketing?3. Understanding the market: market research and other sources of market information Defining terms: market insight, insight hypothesis, market intelligence and market research Secondary and primary research How to commission market research Syndicated market research within the publishing industry Examples of how market research might get used in a publishing context 4. Profit, loss and accountability Drawing up a budget How a budget is divided up How do you set a budget? Sample costings for publishing products and services When to spend a budget. How to monitor a budgetHow to make a budget go further Managing cash flow Securing sponsorship, partnerships and other methods of financial support Hanging on to a marketing budget Part II: Putting this into practice 5. 'The medium is the message' Important information before you start -- to ensure your market can find you Different formats for marketing information Advance information A website entry Jacket/cover copy Catalogues Leaflets and flyers Posters, showcards and point of sale Space advertising Telesales campaigns Radio, television and cinema advertising. 6. How to write a marketing planIntroduction Coming up with a plan What have we got to sell? Researching the product Who is it for? Researching the market What benefits does the product/service offer your market? Initial situation analysis: where are we now? Establishing objectives: what do we want to achieve? Developing a strategy: how will we get there, in broad terms? Formulating a plan: how will we get there, in detail? Marketing basics Developing marketing plans for individual titles Allocating a budget: how much will it cost? Communicating the plan to others. Motivating the implementation of the planEvaluating results A final checklist for marketing plans 7. Selling Influences on individual buyer behaviour Selling to individuals Top tips for effective sales communication How selling works in a publishing context 8. Direct marketing Why the principles of direct marketing matter to publishers The essentials for a direct marketing campaign Plans The audience Offers The most appropriate medium for direct marketing Timing The copy platform Response devices Design services System of despatch Monitoring effectiveness. Over five editions, How to Market Books has established itself as the standard text on marketing for both the publishing industry and the wider creative economy. Industry professionals and students of Publishing Studies rely on the techniques and tactics in this invaluable book. With the publishing industry changing fast, and the marketing and selling of content now delivered worldwide through technology, this much needed guide highlights the critical role of the marketeer, and the strategies and techniques at their disposal. The book's approach is logical and calming; beginning with marketing theory and moving into how this works in practice. Readers benefit from a blend of practical advice on how to organise and deliver marketing plans - and an objectivity which supports their future management of issues not yet on the horizon. Thoroughly updated, this 6th edition maintains the book's popular, accessible and supportive style, and now offers: A fully international perspective for today's global industry New case studies to illustrate changing industry issues and application Completely updated coverage of digital and social marketing and GDPR Topical updates, more case studies and tips on getting work in publishing on a companion website Detailed coverage of individual market segments, bringing relevance to every area of publishing **'Baverstock is to book marketing what Gray is to anatomy; the undisputed champion.' Richard Charkin, Executive Director of Bloomsbury Publishing and President Elect of the International Publishers Association** Over four editions, Alison Baverstock’s __How to Market Books__ has established itself as the industry standard text on marketing for the publishing industry, and the go-to reference guide for professionals and students alike. With the publishing world changing like never before, and the marketing and selling of content venturing into uncharted technological territory, this much needed new edition seeks to highlight the role of the marketer in this rapidly changing landscape. The new edition is thoroughly updated and offers a radical reworking and reorganisation of the previous edition, suffusing the book with references to online/digital marketing. The book maintains the accessible and supportive style of previous editions but also now offers: * a number of new case studies * detailed coverage of individual market segments * checklists and summaries of key points * several new chapters * a foreword by Michael J Baker, Professor Emeritus of Marketing, Strathclyde University. "Over four editions, Alison Baverstock's How to Market Books has established itself as the industry standard text on marketing for the publishing industry, and the go-to reference guide for professionals and students alike. With the publishing world changing like never before, and the marketing and selling of content venturing into uncharted technological territory, this much needed new edition seeks to highlight the role of the marketer in this rapidly changing landscape. The new edition is thoroughly updated and offers a radical reworking and reorganisation of the previous edition, suffusing the book with references to online/digital marketing. The book maintains the accessible and supportive style of previous editions but also now offers: - a number of new case studies - detailed coverage of individual market segments - checklists and summaries of key points - several new chapters - a foreword by Michael J Baker, Professor Emeritus of Marketing, Strathclyde University"-- Provided by publisher How to Market Books, now in its fourth edition, has for many years been the place to turn for professionals in the 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, by new channels to market, by new players such as supermarkets, and by consumer demand for different product formats. This book provides the answers for the marketer whose job it is to sell and market books in today’s increasingly competitive bookselling environment.