ABSTRACT
Marketing within the publishing industry used to be regarded as simply the promotion of new books. In trade publishing, this would involve talking to the literary editors on the national newspapers, securing review coverage, and placing relevant advertisements. Today marketing has a much broader role and marketers play a pivotal role in many aspects of a book’s publication. The expansion of the internet has given a prominent role to emarketing, which is a cost-effective method of reaching potential audiences and offers a way for publishers to fi nd out more about their customers.
