How to Market Books

Alison Baverstock is Associate Professor in the Department of Journalism and Publishing at Kingston University, where she cofounded the MA Publishing in 2006, now with an international catchment area and reputation. She is a frequent commentator in the press and broadcast media on publishing and reading, a previous recipient of the Pandora Prize for Services to Publishing and a member of the Board of Management of the Society of Authors.

Part 1: General Principles and Understanding 1. Marketing and marketing in publishing 2. What’s for sale? 3. Understanding the Market: Market Research and Other Sources of Market Information 4. Profit, Loss and Accountability Part 2: Putting this into Practice 5. The Medium Is the Message 6. How to Write a Marketing Plan 7. Selling 8. Direct Marketing 9. Online Marketing 10. Publicity and PR 11. Working with authors and other vital partnerships 12. Organising events, presentations and other opportunities to share content 13. Techniques for writing effective copy 14. The layout and dissemination of marketing materials Part 3: Specific Advice for Particular Markets 15. Approaching specific interest markets; the value and significance of niche in publishing 15.1 Finding the general reader 15.2 Marketing children’s books 15.3 Selling resources to public libraries 15.4 Promoting to university academics 15.5 Selling to academic libraries 15.6 Selling to educational markets 15.7 Marketing to doctors and other healthcare professionals 15.8 Selling to professional and industrial markets