ABSTRACT
This chapter seeks to explore marketeers who are marketing books to understand how Industry professionals can harness their passion and expertise to promote the effective sale of the products Industry professionals have created together. It considers how other relationships with service providers can help in the effective marketing of publishing content. The chapter examines how best to work with authors who are new to the publishing process, and then thinks about the best way of developing relationships with those who already have some practical experience of how the process works. The availability of self-publishing provides an alternative, although some of the authors who know most about publishing are more willing to negotiate with a traditional publisher and less likely to self-publish because marketing and distribution are so poorly understood –and generally time-consuming. Authors may change publishers, and it’s relatively common for them to be working for different publishing houses at the same time, particularly in children’s and educational publishing.
