ABSTRACT
The role of sales and service However good the titles a publisher has on offer, and however good the many supporting elements that go with them may be-everything from jackets to design and promotion-they have to be sold to buyers. Leaving aside certain aspects of direct sale, catalogues and so on, this means personal representation. And titles will only do well if the process that is personal selling is well executed. Relate this to the number of new titles brought out each year and the need for real selling becomes even clearer.
