How to Market Books by Baverstock, Alison -- Read -- Imperial Library of Trantor

Index

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?

3. Understanding the market: market research and other sources of market information

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 budget How 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 plan

Introduction 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 plan Evaluating 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 Fulfilment services Telemarketing A final checklist for all forms of direct marketing

9. Online marketing

Core principles for marketing online Specific advice for particular online media Websites Blogging Email Social media: Facebook LinkedIn Twitter Author involvement online

10. Publicity and PR

The practicalities of dealing with the media The recipient – understanding journalists The role of the press release Offering an exclusive Review lists Literary editors Inspection copies Author interviews How to sell ideas to journalists by email and telephone

11. Working with authors and other vital partnerships

Authors How to work well with authors 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 Organisational meetings Sales conferences Promotional parties and title launches Press conferences Author tours, literary festivals and signing sessions Exhibitions Awards and literary prizes

13. Techniques for writing effective copy

What is copywriting? Six basic principles Acronyms for copywriters Further techniques for effective copywriting Other ideas for attracting attention Writing headlines 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

Design What is good design? How promotional text gets read How to find a designer How to work effectively with a designer How a design job progresses How to proofread text Managing without a designer Getting material printed How to request an estimate from a printer

Part III: Specific advice for particular markets

Finding the general reader Marketing children’s books 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 Public lending right Promoting to university academics Promoting textbooks to the academic market Summary books and study aids Research monographs Professional resources Selling to academic libraries Selling to educational markets How to reach the market 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 Format of published and marketing material

Glossary Appendix Bibliography Index