This study focuses on business-to-consumer (B2C) e-marketing in the publishing industry. Random House CEO Dohle suggested a transition from B2B marketing to B2C marketing and Shatzkin, CEO of The Idea Logical Company, added this transition would be a good way to strengthen brands in publishing, and attract loyal individual consumers. Publishers are already making varying use of the internet and social media in 2011. This research first analyzes existing literature on marketing and e-marketing, particularly in the publishing industry. It then focuses on seven publishers? online presences, and their interaction with individual consumers on the internet and social media, based on the author?s education in computer sciences, management, and publishing. The case study research is exploratory, phenomenological, and framed within an interpretive research paradigm. The findings are recorded in a structured dissertation, with screenshots of the relevant publishers? websites. The seven publishers are categorized according to Bernoff?s stages in Managing Social Technology, and the research findings are linked back to literature, discussed, and best practices are identified. As there is very little literature on B2C e-marketing in the publishing industry, this dissertation sets out to offer information on publishers? efforts in B2C e-marketing: a literature review outlines marketing in the publishing industry, and case studies illustrate seven publishers? B2C e-marketing efforts, thus contributing to closing the gap in literature on publishers? B2C e-marketing. It also sets a foundation for further research on the transition of marketing in publishing, either in qualitative case studies with publishers or quantitative research that is based on consumers? perception of publishers? B2C e-marketing.

This easy-to-read eBook will help grow your brand by revealing the top five most commonly made marketing mistakes and tips on how to avoid these pitfalls. Written by award-winning author and publisher, Maria Dismondy.

Monograph on an economic analysis of book marketing in the USA - examines size and growth trends of the book publishing industry, focusing on distribution networks (incl. Book clubs, mail ordering, wholesale trade, retail trade, consumers, etc.), promotion of books through market studies, advertising, etc., and includes a brief directory of major American publishing firms. Bibliography pp. 223 and 224, diagrams, references and statistical tables.

Marketing in Publishing, offers a wealth of practical information on creative strategies to increase book sales in a competitive and rapidly-changing marketplace. It is the first comprehensive study in this area to be published since the ending of the Net Book Agreement. Patrick Forsyth, now a marketing consultant, draws in his many years' experience of the publishing industry to reinstate marketing firmly where it should be: as an integral and integrated part of the whole marketing process. Marketing in Publishing gives expert guidance on different elements of the marketing process, including advice on promotional and direct mail options, and a step-by-step section on how to make an effective sales call. It includes a valuable discussion of fusing market research intelligently to identify new opportunities and market niches. The book also features an authoritative chapter evaluating the importance of electronic publishing. Completely up-to-date, Marketing in Publishing will be essential reading both for those working in marketing and editorial departments, and for students of publishing studies.

Publishing is a rapidly changing business, and this readable and comprehensive reference is right in step—covering operations, financial, and personnel management as well as product development, production, and marketing. Written for the practicing professional just starting out or looking to learn new tricks of the trade, this revised and expanded edition contains updated industry statistics and benchmark figures, features a new chapter on e-marketing, and provides new information about using financial information to make key management decisions. Highly practical forms and sample contracts are included for up-to-the-minute advice.

The world of publishing is evolving at an ever-increasing speed, with developments in digital workstreams and products, customer expectation, enriched content curation, and user-generated content becoming commonplace. In Publishing in the Digital Age: How Business Can Thrive in a Rapidly Changing Environment, Ross discusses the most significant and recent developments in educational and trade publishing, educational technology, and marketing that has enabled a new generation of content creators to reach more consumers. It is the only book that addresses disruption in the industry head on. Building on the insights from his last book, Dealing with Disruption: Lessons from the Publishing Industry, Ross takes a fresh look at the publishing environment and provides the reader with a clear view of how publishing has evolved and how it has benefitted consumers regardless of their preferred medium for accessing knowledge. Through an examination of what has worked and what has not, and with Ross’s unique perspective of more than 35 years of publishing success, Publishing in the Digital Age presents an indispensable overview of the publishing industry, how it has evolved during the first quarter of the 21st century, and how publishers, content providers, and consumers can benefit from the many options that are available today. With insights from industry leaders, Ross discusses new opportunities on the Web, streaming services, and audio formats. He reviews new publishing platforms and provides a practical guide for content developers to address the knowledge needs of their constituents by giving readers real-life, actionable examples of how best to publish their content consistent with users’ purchasing preferences. The book will be of interest to specialists in education: K-12 and higher education, the non-fiction trade, corporate education trainers, and specialist sectors such as scholarly, technical, and medical publishing. It includes clear applications for any business that is undergoing transformation or is forced to make a radical pivot because of sudden environmental changes or market conditions.

Straight Talk from a Publisher The publishing world has changed! An explosion in printed books, E-books, and self-publishing has contributed to more new titles coming to market than ever before. With so much happening, how does a new author stand out from the crowd? Not to mention turn a profit. In Think Like a Publisher: 33 Essential Tips to Write, Promote, and Sell Your Book, Randy Davila, President of Hampton Roads Publishing & Hierophant Publishing, explains the nuances of the publishing industry in plain English, and gives authors all the tools necessary to be successful in today’s rapidly changing publishing world. Broken down into three easy to follow categories of Editorial, Marketing, and Business specific tips, Think Like a Publisher offers invaluable insight into how publishers think about manuscripts, marketing, and their partnership with the author. You will also learn: What publishers (and readers!) look for in a manuscript The most common new author writing mistakes—and how to avoid them The makings of a great book title and cover The pros and cons of self-publishing vs. traditional publishing How to build your author platform and gain a following The ins and outs of the business side of publishing—contracts, royalties, agents, and more! For any writer who has felt intimidated by the prospect of bringing a book into the world, Think Like a Publisher offers a one-stop guide to understanding the publishing industry and what it takes to make your book a success!