ABSTRACT

'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 edition seeks to highlight the role of the marketer in this rapidly changing landscape.

The new edition is thoroughly updated and offers a radical reworking and reorganisation of the previous edition, suffusing the book with references to online/digital marketing. The book maintains the accessible and supportive style of previous editions but also now offers:

  • a number of new case studies
  • detailed coverage of individual market segments
  • checklists and summaries of key points
  • several new chapters
  • a foreword by Michael J Baker, Professor Emeritus of Marketing, Strathclyde University.

part |2 pages

PART I General principles and understanding

part |2 pages

PART II Putting this into practice

chapter 6|31 pages

How to write a marketing plan

chapter 7|26 pages

Selling

chapter 8|36 pages

Direct marketing

chapter 9|51 pages

Online marketing

chapter 10|26 pages

Publicity and PR

chapter 13|26 pages

Techniques for writing effective copy

part |2 pages

PART III Specific advice for particular markets