By Patrick Forsyth, Robin Birn
Marketing in Publishing , offers a wealth of practical information on creative strategies to increase book sales in a competitive and rapidly-changing marketplace. Patrick Forsyth draws on 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 how to use market research intelligently to identify new opportunities and market niches. The book also features a chapter evaluating the importance of electronic publishing.