| Description |
1 online resource |
| Contents |
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 |
| Summary |
'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 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Vendor-supplied metadata |
| Subject |
Books -- Marketing
|
|
Books -- Internet marketing
|
|
LANGUAGE ARTS & DISCIPLINES -- Journalism.
|
|
Books -- Marketing
|
|
Bokmarknaden.
|
|
Direktreklam.
|
| Form |
Electronic book
|
| ISBN |
9781317646372 |
|
1317646371 |
|
9781315761831 |
|
1315761831 |
|
9781317646358 |
|
1317646355 |
|
9781317646365 |
|
1317646363 |
|
0415727464 |
|
9780415727464 |
|
9780415727587 |
|
0415727588 |
|
