Alison Baverstock is Associate Professor of Publishing at Kingston University where she jointly established publishing education, and Kingston’s MA Publishing. She has researched and written widely about the creative economy and is a regular media commentator. In 2007 she received the prestigious Pandora Award for Services to Publishing.Susannah Bowen is Head of Marketing (Higher Education) at Cengage Australia and Hon. Fellow, University of Melbourne. She has worked in publishing since 1996 in Australia and Europe.With a foreword by David Shelley, CEO of Hachette UK

• Part I General principles and understandingChapter one: Marketing and marketing in publishingChapter two: What’s for sale?Chapter three: Market research and other sources of marketing information Chapter four: The role of marketing within the business of publishingPart IIPutting principles into practiceChapter five: Reaching the market: how best to approach your customersChapter six: How to write a marketing planChapter seven: SellingChapter eight: Direct marketingChapter nine: Digital marketing Chapter ten: Publicity and PRChapter eleven: Working with authors and other vital partnershipsChapter twelve: Organising events, presentations and other opportunities to share contentChapter thirteen: Techniques for writing effective copyChapter fourteen: The layout and design of marketing materialsPart IIISpecific advice for particular marketsChapter fifteen: Approaching specific interest marketsAppendix: GDPR and privacy

Alison Baverstock is Associate Professor of Publishing at Kingston University where she jointly established publishing education, and Kingston’s MA Publishing. She has researched and written widely about the creative economy and is a regular media commentator. In 2007 she received the prestigious Pandora Award for Services to Publishing.Susannah Bowen is Head of Marketing (Higher Education) at Cengage Australia and Hon. Fellow, University of Melbourne. She has worked in publishing since 1996 in Australia and Europe.With a foreword by David Shelley, CEO of Hachette UK

• Part I General principles and understandingChapter one: Marketing and marketing in publishingChapter two: What’s for sale?Chapter three: Market research and other sources of marketing information Chapter four: The role of marketing within the business of publishingPart IIPutting principles into practiceChapter five: Reaching the market: how best to approach your customersChapter six: How to write a marketing planChapter seven: SellingChapter eight: Direct marketingChapter nine: Digital marketing Chapter ten: Publicity and PRChapter eleven: Working with authors and other vital partnershipsChapter twelve: Organising events, presentations and other opportunities to share contentChapter thirteen: Techniques for writing effective copyChapter fourteen: The layout and design of marketing materialsPart IIISpecific advice for particular marketsChapter fifteen: Approaching specific interest marketsAppendix: GDPR and privacy

Alison Baverstock is Associate Professor of Publishing at Kingston University where she jointly established publishing education, and Kingston’s MA Publishing. She has researched and written widely about the creative economy and is a regular media commentator. In 2007 she received the prestigious Pandora Award for Services to Publishing.Susannah Bowen is Head of Marketing (Higher Education) at Cengage Australia and Hon. Fellow, University of Melbourne. She has worked in publishing since 1996 in Australia and Europe.With a foreword by David Shelley, CEO of Hachette UK

• Part I General principles and understandingChapter one: Marketing and marketing in publishingChapter two: What’s for sale?Chapter three: Market research and other sources of marketing information Chapter four: The role of marketing within the business of publishingPart IIPutting principles into practiceChapter five: Reaching the market: how best to approach your customersChapter six: How to write a marketing planChapter seven: SellingChapter eight: Direct marketingChapter nine: Digital marketing Chapter ten: Publicity and PRChapter eleven: Working with authors and other vital partnershipsChapter twelve: Organising events, presentations and other opportunities to share contentChapter thirteen: Techniques for writing effective copyChapter fourteen: The layout and design of marketing materialsPart IIISpecific advice for particular marketsChapter fifteen: Approaching specific interest marketsAppendix: GDPR and privacy