Author’s foreword and acknowledgements
Foreword: Professor Emeritus Michael J. Baker,University of Strathclyde, UK
General principles and understanding
1 Marketing and marketing in publishing
What marketing means in publishing
Checklists for achieving good marketing
Segmenting, targeting and positioning
Integrated marketing communications (IMC)
Roles and situations in which content might be marketed
Where the marketing and selling of publishing content goes on
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
Sample costings for publishing products and services
How to make a budget go further
Securing sponsorship, partnerships and other methods of financial support
Hanging on to a marketing budget
Important information before you start – to ensure your market can find you
Different formats for marketing information
Posters, showcards and point of sale
Radio, television and cinema advertising
6 How to write a marketing 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?
Developing marketing plans for individual titles
Allocating a budget: how much will it cost?
Communicating the plan to others
Motivating the implementation of the plan
A final checklist for marketing plans
Influences on individual buyer behaviour
Top tips for effective sales communication
How selling works in a publishing context
Why the principles of direct marketing matter to publishers
The essentials for a direct marketing campaign
The most appropriate medium for direct marketing
A final checklist for all forms of direct marketing
Core principles for marketing online
Specific advice for particular online media
The practicalities of dealing with the media
The recipient – understanding journalists
How to sell ideas to journalists by email and telephone
11 Working with authors and other vital partnerships
Working with authors who have previously self-published
Working with other industry suppliers
Working with publishing colleagues
Working with individual freelance staff
Temporary staff on work placement or work experience
12 Organising events, presentations and other opportunities to share content
Ten top tips for preparing for events
Promotional parties and title launches
Author tours, literary festivals and signing sessions
13 Techniques for writing effective copy
Further techniques for effective copywriting
Other ideas for attracting attention
Writing copy for titles you do not understand
Disentangling long and difficult blurbs
Presenting and defending your copy
14 The layout and dissemination of marketing materials
How promotional text gets read
How to work effectively with a designer
How to request an estimate from a printer
Specific advice for particular markets
15 Approaching specific interest markets: the value and significance of the niche in publishing
Opportunities for children’s publishers today
Key difficulties for those marketing children’s titles
Marketing techniques for promoting children’s titles
Selling resources to public libraries
How to send information to public libraries
Promoting to university academics
Promoting textbooks to the academic market
Selling to educational markets
Selling educational material to international markets
Marketing to doctors and other healthcare professionals
How to communicate effectively with doctors
When is the best time to promote to doctors?
Other opportunities for publishers in this area
The role of medical librarians
Selling to professional and industrial markets
Important information for approaching professional markets