ABSTRACT
A marketing department is a team of people, all having different functions, who work together to create a favorable climate for a product. In developing the marketing plan and strategy, it is important first to determine whether there is a natural audience or market for the book, as well as any secondary markets. A typical marketing budget at a general trade publishing house is equal to 20 percent of the company's net sales dollars. Once the planning stage is done, marketing people sit down to work out specific details of the promotion for each book. The purpose of consumer advertising obviously is to let consumers know that editor’s book exists and to convince them that they need it. An advertising campaign for a trade book usually starts with an announcement in Publishers Weekly to alert booksellers that the publisher is behind a particular book. Announcement catalogs are published two or three times a year, depending on the company's publishing span.
