How to market books: the essential guide to maximizing profit and exploiting all channels to market
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page Ltd.
2008
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XII, 324 S. |
| ISBN: | 9780749450205 0749450207 |
Internformat
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| 245 | 1 | 0 | |a How to market books |b the essential guide to maximizing profit and exploiting all channels to market |c Alison Baverstock |
| 250 | |a 4. ed. | ||
| 264 | 1 | |a London |b Kogan Page Ltd. |c 2008 | |
| 300 | |a XII, 324 S. | ||
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Datensatz im Suchindex
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| adam_text | Contents
Acknowledgements ix
Foreword by Martin Neild xi
1 Marketing in publishing: what it means and what is
involved 1
What you are up against 2; The meaning of marketing 4; What
marketing means in publishing 4; Checklists for achieving good
marketing 4; How to draw up a marketing plan 8; Final summary
for marketing plans: a checklist of what you must cover 20
2 The medium is the message : how to reach the market and
different types of promotional format 23
Marketing information for the commissioning meeting 24; First
in-house alert to all 24; Advance notices or advance information
sheets 25; Website entry 27; Book jacket/cover copy 29;
Catalogues 30; Leaflets and flyers 34; Direct mailshots 35;
Press releases 35; Presenters and brochures 35; Posters, showcards
and point of sale 36; Space advertisements 36; Information for
telesales campaigns 38; Radio ads 38; Television and cinema
ads 38
3 Techniques for writing effective copy 39
No rules 39; Writing about things you don t like or don t
understand 40; Five basic principles 40; How to learn more about
writing well 43; Acronyms 43; Further techniques for effective
writing 49; Topping and tailing your promotion material 60;
Writing promotional copy for books you don t understand 65;
Presenting and defending your copy 70
vi ¦ Contents
4 The layout and dissemination of marketing materials 73
Design 73; What is good design? 74; How promotional text gets
read 74; How to find a designer 76; How to work effectively with
a designer 77; How to brief a designer 78; How a design job
progresses 82; Advice on how to proofread text 84; Managing
without a designer 85; Getting materials printed 87
5 Direct marketing 93
The advantages of direct marketing 95; Direct marketing and
the publishing industry 97; Kinds of published product for
which direct marketing works best 98; The essentials for a
direct marketing campaign 99; A plan 101; A list 102; An
offer 113; The most appropriate format(s) for your marketing
material 114; A decision on timing 115; A copy platform 117;
How to make each component part as effective as possible 118;
Design services 127; A system of despatch 128; Mailing
costs 129; A method of monitoring success 129; How to
work out whether your direct marketing is successful 130;
Fulfilment services 132; Coding your order form 134; Postage
and packing 135; What to do with the returns 136; Which direct
marketing format to choose 137; Telemarketing 139; Direct
marketing by e-mail 147; Direct marketing by fax 149; A final
checklist for all forms of direct marketing 150
6 Using the internet to sell 151
The rise of internet sales 151; How internet usage by publishers
has changed 153; How to improve the effectiveness of online
marketing 154; How to set up a website 158; The basics: what to
do first 160; Planning and designing your website 161; The cost to
set up a website 163; Search engine optimization 164; Testing and
launching the site 165; Marketing your website 165; E-mails 167;
Online advertising 167; Blogs 167; Legal restrictions 169
7 Free advertising 171
People who liaise with the media 172; What you need to
succeed in dealing with the media 172; When to start pursuing
coverage 172; Recording the names of your contacts 173;
How to write an effective press release 174; Top ten tips for
getting images into the trade press 177; The best time to contact
journalists 178; Author interviews 179; Selling ideas by
Contents w vii
phone 180; Ensuring press coverage for very specialized
products 183; Book reviews 183; Free copies for minimal
coverage 188; The relationship between editorial and advertising
on magazines 189
8 Organizing advertising and promotions 191
Where to advertise 193; Cost 193; Study the media 194; What
to say 195; Space advertising for specialist publishers 198;
Organizing promotions 200; Sponsorship 203; Offering
incentives 203; Update your website/produce a news sheet 205;
Allow the reader to try your publication out 205; Stunts 205
9 Organizing events 207
Sales conferences 207; Promotional parties and book
launches 211; Press conferences 215; Author tours and
signing sessions 215; Exhibitions 216; Award ceremonies
and literary prizes 217
10 The bottom line: how to look after a marketing budget 219
Where marketing budgets come from 220; Drawing up a
budget 222; How much is spent 223; How the budget is
divided up 224; When to spend it 226; How to monitor your
budget 227; How to make your budget go further 228; Hanging
on to a reasonable budget 234
11 Approaching specific interest markets 235
The general reader 235; Finding enthusiasts and
recommenders for books and writers 237; Selling books to
public libraries 239; Selling to academic libraries 244;
Selling to educational markets 248; Promoting to university
academics 263; Marketing children s books 271; Marketing to
medics 279; Selling information to professional markets 285
Appendix: Useful contacts for further information 291
Glossary 295
Bibliography 313
Index 315
|
| adam_txt |
Contents
Acknowledgements ix
Foreword by Martin Neild xi
1 Marketing in publishing: what it means and what is
involved 1
What you are up against 2; The meaning of marketing 4; What
marketing means in publishing 4; Checklists for achieving good
marketing 4; How to draw up a marketing plan 8; Final summary
for marketing plans: a checklist of what you must cover 20
2 'The medium is the message': how to reach the market and
different types of promotional format 23
Marketing information for the commissioning meeting 24; First
in-house alert to all 24; Advance notices or advance information
sheets 25; Website entry 27; Book jacket/cover copy 29;
Catalogues 30; Leaflets and flyers 34; Direct mailshots 35;
Press releases 35; Presenters and brochures 35; Posters, showcards
and point of sale 36; Space advertisements 36; Information for
telesales campaigns 38; Radio ads 38; Television and cinema
ads 38
3 Techniques for writing effective copy 39
No rules 39; Writing about things you don't like or don't
understand 40; Five basic principles 40; How to learn more about
writing well 43; Acronyms 43; Further techniques for effective
writing 49; Topping and tailing your promotion material 60;
Writing promotional copy for books you don't understand 65;
Presenting and defending your copy 70
vi ¦ Contents
4 The layout and dissemination of marketing materials 73
Design 73; What is good design? 74; How promotional text gets
read 74; How to find a designer 76; How to work effectively with
a designer 77; How to brief a designer 78; How a design job
progresses 82; Advice on how to proofread text 84; Managing
without a designer 85; Getting materials printed 87
5 Direct marketing 93
The advantages of direct marketing 95; Direct marketing and
the publishing industry 97; Kinds of published product for
which direct marketing works best 98; The essentials for a
direct marketing campaign 99; A plan 101; A list 102; An
offer 113; The most appropriate format(s) for your marketing
material 114; A decision on timing 115; A copy platform 117;
How to make each component part as effective as possible 118;
Design services 127; A system of despatch 128; Mailing
costs 129; A method of monitoring success 129; How to
work out whether your direct marketing is successful 130;
Fulfilment services 132; Coding your order form 134; Postage
and packing 135; What to do with the returns 136; Which direct
marketing format to choose 137; Telemarketing 139; Direct
marketing by e-mail 147; Direct marketing by fax 149; A final
checklist for all forms of direct marketing 150
6 Using the internet to sell 151
The rise of internet sales 151; How internet usage by publishers
has changed 153; How to improve the effectiveness of online
marketing 154; How to set up a website 158; The basics: what to
do first 160; Planning and designing your website 161; The cost to
set up a website 163; Search engine optimization 164; Testing and
launching the site 165; Marketing your website 165; E-mails 167;
Online advertising 167; Blogs 167; Legal restrictions 169
7 'Free' advertising 171
People who liaise with the media 172; What you need to
succeed in dealing with the media 172; When to start pursuing
coverage 172; Recording the names of your contacts 173;
How to write an effective press release 174; Top ten tips for
getting images into the trade press 177; The best time to contact
journalists 178; Author interviews 179; Selling ideas by
Contents w vii
phone 180; Ensuring press coverage for very specialized
products 183; Book reviews 183; Free copies for minimal
coverage 188; The relationship between editorial and advertising
on magazines 189
8 Organizing advertising and promotions 191
Where to advertise 193; Cost 193; Study the media 194; What
to say 195; Space advertising for specialist publishers 198;
Organizing promotions 200; Sponsorship 203; Offering
incentives 203; Update your website/produce a news sheet 205;
Allow the reader to try your publication out 205; Stunts 205
9 Organizing events 207
Sales conferences 207; Promotional parties and book
launches 211; Press conferences 215; Author tours and
signing sessions 215; Exhibitions 216; Award ceremonies
and literary prizes 217
10 The bottom line: how to look after a marketing budget 219
Where marketing budgets come from 220; Drawing up a
budget 222; How much is spent 223; How the budget is
divided up 224; When to spend it 226; How to monitor your
budget 227; How to make your budget go further 228; Hanging
on to a reasonable budget 234
11 Approaching specific interest markets 235
The 'general reader' 235; Finding enthusiasts and
recommenders for books and writers 237; Selling books to
public libraries 239; Selling to academic libraries 244;
Selling to educational markets 248; Promoting to university
academics 263; Marketing children's books 271; Marketing to
medics 279; Selling information to professional markets 285
Appendix: Useful contacts for further information 291
Glossary 295
Bibliography 313
Index 315 |
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| spelling | Baverstock, Alison Verfasser aut How to market books the essential guide to maximizing profit and exploiting all channels to market Alison Baverstock 4. ed. London Kogan Page Ltd. 2008 XII, 324 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Books / Marketing Selling / Books Books Marketing Selling Books Buchhandel (DE-588)4008626-4 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Buchhandel (DE-588)4008626-4 s Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016284353&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | How to market books the essential guide to maximizing profit and exploiting all channels to market |
| title_auth | How to market books the essential guide to maximizing profit and exploiting all channels to market |
| title_exact_search | How to market books the essential guide to maximizing profit and exploiting all channels to market |
| title_exact_search_txtP | How to market books the essential guide to maximizing profit and exploiting all channels to market |
| title_full | How to market books the essential guide to maximizing profit and exploiting all channels to market Alison Baverstock |
| title_fullStr | How to market books the essential guide to maximizing profit and exploiting all channels to market Alison Baverstock |
| title_full_unstemmed | How to market books the essential guide to maximizing profit and exploiting all channels to market Alison Baverstock |
| title_short | How to market books |
| title_sort | how to market books the essential guide to maximizing profit and exploiting all channels to market |
| title_sub | the essential guide to maximizing profit and exploiting all channels to market |
| topic | Books / Marketing Selling / Books Books Marketing Selling Books Buchhandel (DE-588)4008626-4 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Books / Marketing Selling / Books Books Marketing Selling Books Buchhandel Marketing |
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