| List of illustrations |
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xv | |
| Authors' forewords and acknowledgements |
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xvii | |
| Foreword |
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xxiv | |
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| Part I General principles and understanding |
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1 | (100) |
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1 Marketing and marketing in publishing |
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3 | (19) |
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3 | (2) |
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5 | (1) |
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What marketing means in publishing |
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6 | (3) |
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Checklists for achieving effective marketing |
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9 | (6) |
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Segmenting, targeting and positioning |
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15 | (2) |
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17 | (1) |
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Integrated marketing communications |
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18 | (1) |
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19 | (1) |
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Conclusion and looking forward |
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20 | (1) |
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20 | (1) |
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21 | (1) |
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22 | (23) |
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22 | (2) |
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Roles and situations in which content might be marketed |
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24 | (16) |
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Where the marketing and selling of publishing content goes on |
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40 | (1) |
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Who is involved in marketing? |
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41 | (1) |
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Conclusion and looking forward |
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42 | (1) |
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43 | (1) |
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44 | (1) |
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3 Market research and other sources of marketing information |
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45 | (24) |
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45 | (1) |
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The role of market research within the publishing industry |
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46 | (2) |
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48 | (3) |
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51 | (1) |
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Secondary and primary research |
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52 | (5) |
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Audience profiling and resulting customer insight |
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57 | (1) |
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How to commission market research |
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58 | (1) |
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Syndicated market research within the publishing industry |
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59 | (6) |
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Examples of how market research might get used in a publishing context |
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65 | (2) |
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Conclusion and looking forward |
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67 | (1) |
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67 | (1) |
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68 | (1) |
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4 The role of marketing within the business of publishing |
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69 | (32) |
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69 | (1) |
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69 | (4) |
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73 | (1) |
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73 | (4) |
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Budgeting and cash flow management |
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77 | (1) |
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78 | (1) |
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How to allocate a marketing budget and calculate ROI |
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79 | (3) |
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82 | (6) |
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How to manage a marketing budget |
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88 | (3) |
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91 | (1) |
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How to make a budget go further |
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92 | (6) |
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Conclusion and looking forward |
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98 | (1) |
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98 | (1) |
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99 | (2) |
| Part II Putting principles into practice |
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101 | (280) |
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5 Reaching the market: how best to approach your customers |
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103 | (28) |
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103 | (2) |
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Ensuring your market can find you: understanding metadata |
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105 | (1) |
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106 | (4) |
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Marketing information on the organisation/individual |
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110 | (1) |
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Marketing information for the commissioning meeting |
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110 | (1) |
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111 | (3) |
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114 | (1) |
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114 | (3) |
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117 | (5) |
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122 | (1) |
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Posters, dump bins and point of sale |
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123 | (2) |
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125 | (1) |
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126 | (1) |
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126 | (3) |
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Conclusion and looking forward |
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129 | (1) |
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129 | (1) |
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130 | (1) |
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6 How to write a marketing plan |
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131 | (34) |
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131 | (1) |
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132 | (1) |
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133 | (6) |
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Segmenting, targeting and positioning |
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139 | (3) |
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Establishing objectives: what do we want to achieve? |
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142 | (1) |
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143 | (6) |
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Communicating the plan to others |
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149 | (1) |
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Motivating the implementation of the plan |
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150 | (1) |
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151 | (12) |
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Conclusion and looking forward |
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163 | (1) |
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163 | (1) |
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164 | (1) |
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165 | (21) |
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165 | (2) |
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Influences on individual buyer behaviour |
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167 | (1) |
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168 | (3) |
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How selling works in a publishing context |
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171 | (1) |
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Selling to the home market |
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172 | (3) |
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Selling to the export market |
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175 | (2) |
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177 | (5) |
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182 | (2) |
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Selling directly to the customer |
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184 | (1) |
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Conclusion and looking forward |
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184 | (1) |
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185 | (1) |
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185 | (1) |
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186 | (30) |
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186 | (1) |
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Why the principles of direct marketing matter to publishers |
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187 | (2) |
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When digital and when print? |
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189 | (1) |
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190 | (1) |
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191 | (1) |
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192 | (3) |
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195 | (1) |
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Putting together an effective marketing package |
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195 | (12) |
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207 | (3) |
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210 | (2) |
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212 | (1) |
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Conclusion and looking forward |
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213 | (1) |
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214 | (1) |
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215 | (1) |
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216 | (31) |
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216 | (1) |
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Putting the customer first: the customer journey |
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217 | (2) |
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Prioritising the website and social media presence |
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219 | (10) |
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Retailers as your shop front: working with the 'big ones' |
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229 | (3) |
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SEO and SEM (Google Ads, Google Shopping, Search) |
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232 | (7) |
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Retargeting (aka remarketing) |
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239 | (1) |
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Working with affiliates and partners |
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239 | (2) |
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241 | (3) |
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Marketing automation and how it pulls everything together |
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244 | (1) |
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Conclusion and looking forward |
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245 | (1) |
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246 | (1) |
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246 | (1) |
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247 | (32) |
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247 | (1) |
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The practicalities of dealing with the media |
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248 | (4) |
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The recipient - understanding journalists |
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252 | (2) |
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The role of the press release |
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254 | (7) |
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How to sell ideas to journalists by email and telephone |
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261 | (4) |
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Managing relationships between authors and journalists |
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265 | (4) |
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269 | (3) |
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272 | (2) |
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How to manage a PR problem |
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274 | (2) |
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Conclusion and looking forward |
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276 | (1) |
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277 | (1) |
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278 | (1) |
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11 Working with authors and other vital partnerships |
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279 | (17) |
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279 | (1) |
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Understanding authors and illustrators |
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279 | (3) |
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How publishers can work well with authors |
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282 | (7) |
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Working with other industry suppliers |
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289 | (1) |
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Working with publishing colleagues |
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290 | (2) |
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Working with individual freelance staff |
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292 | (1) |
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Temporary staff on work placement or work experience |
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293 | (1) |
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Conclusion and looking forward |
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293 | (1) |
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294 | (1) |
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295 | (1) |
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12 Organising events, presentations and other opportunities to share content |
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296 | (22) |
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296 | (1) |
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Author tours, literary festivals and signing sessions |
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297 | (8) |
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Webinars (meetings with participants connected by technology) |
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305 | (1) |
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Working with external venues |
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306 | (2) |
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Promotional parties and title launches |
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308 | (3) |
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311 | (1) |
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Exhibitions and book fairs |
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311 | (2) |
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Awards and literary prizes |
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313 | (1) |
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Organisational meetings and sales conferences |
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313 | (1) |
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313 | (3) |
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Conclusion and looking forward |
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316 | (1) |
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316 | (1) |
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317 | (1) |
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13 Techniques for writing effective copy |
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318 | (33) |
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318 | (1) |
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318 | (2) |
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320 | (3) |
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Acronyms and abbreviations for copywriters |
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323 | (4) |
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How to write effective copy |
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327 | (12) |
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Getting other people to write your copy: testimonials and endorsements |
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339 | (1) |
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Writing copy for titles you do not understand |
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340 | (3) |
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Presenting and defending your copy |
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343 | (2) |
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Copywriting for specific formats |
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345 | (4) |
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Conclusion and looking forward |
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349 | (1) |
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349 | (1) |
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350 | (1) |
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14 The layout and design of marketing materials |
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351 | (30) |
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351 | (1) |
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352 | (1) |
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How promotional text gets read |
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352 | (2) |
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354 | (2) |
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How to work effectively with a designer |
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356 | (8) |
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364 | (2) |
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Managing without a designer |
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366 | (2) |
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368 | (1) |
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How to request an estimate from a printer |
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369 | (4) |
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Involvement in cover design |
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373 | (5) |
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Conclusion and looking forward |
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378 | (1) |
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379 | (1) |
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379 | (2) |
| Part III Specific advice for particular markets |
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381 | (85) |
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15 Approaching specific-interest markets |
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383 | (83) |
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383 | (1) |
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Finding the general reader |
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384 | (6) |
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Marketing children's books |
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390 | (10) |
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Selling resources to public libraries |
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400 | (4) |
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Promoting to university academics |
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404 | (10) |
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Working with academic libraries |
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414 | (7) |
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Selling to educational markets |
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421 | (17) |
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Marketing to doctors and other healthcare professionals |
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438 | (11) |
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Selling to professional and industrial markets |
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449 | (7) |
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Conclusion and looking forward |
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456 | (1) |
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456 | (2) |
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458 | (1) |
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Appendix: GDPR and privacy |
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459 | (1) |
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459 | (1) |
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460 | (1) |
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GDPR definitions: data controllers, data processors, data protection officer |
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461 | (1) |
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Key things to understand about GDPR |
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461 | (1) |
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What does GDPR mean for your publishing house? |
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462 | (2) |
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464 | (1) |
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464 | (2) |
| Bibliography |
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466 | (6) |
| Index |
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472 | |
