Article Category - "Marketing"


Independent Articles
Linda Carlson, July 2015
Marketing Whatever You Have to Market, Part 4: Promotion Opportunities and Issues (1 of 3) »

PUBLISHED JULY 2015 by Linda Carlson, Reporter, IBPA Independent magazine — This is the fourth in a series of articles under the headline “Marketing Whatever You Have to Market.” Access the full series here. Product, price, place (sales channels), and promotion are the “four Ps” that business school professors introduced as the “marketing mix” almost …

Thomas Young, May 2015
What Business Leaders Need to Know About Website Marketing Technologies »

PUBLISHED MAY 2015 by Thomas Young, President, Intuitive Websites, LLC If you have a publishing business, you need a basic understanding of the technology behind the company website. Because technology is so important today, the leadership in any organization should clearly understand its strategic value for the company and participate actively in technology decisions. Poor …

Linda Carlson, June 2015
Marketing Whatever You Have to Market, Part 3: Place Opportunities and Issues »

PUBLISHED JUNE 2015 by Linda Carlson, Reporter, IBPA Independent magazine — This is the third in a series of articles under the headline “Marketing Whatever You Have to Market.” Access the full series here. This is the third in a series of articles designed to help you brainstorm marketing strategies in the context of the …

Linda Carlson, April 2015
Marketing Whatever You Have to Market, Part 2: Price Opportunities and Issues »

PUBLISHED APRIL 2015 by Linda Carlson, Reporter, IBPA Independent magazine — This is the second in a series of articles under the headline “Marketing Whatever You Have to Market.” Access the full series here. No matter what you’re marketing—print books, digital books, audio books, sidelines, your authors as speakers or experts, consulting services based on …

Thad McIlroy, April 2015
Mobile-Era Marketing »

PUBLISHED APRIL 2015 by Thad McIlroy, publishing analyst Mobile is where today’s customers are headed and where tomorrow’s customers already dwell. And mobile marketing requires a leader who can articulate a compelling technology strategy and keep it on course. This is a vexing issue for publishers. Mobile won’t succeed without a top-level commitment at the …

Shannon Okey, April 2015
The Independent Publisher’s Advantages »

PUBLISHED APRIL 2015 by Shannon Okey, Founder, Cooperative Press — Independent publishers get their start in many different ways. As an author of knitting and DIY books for large publishers, including Chronicle, Ten Speed Press, and several divisions of Random House, I was fortunate to observe some of their inner workings and gain a large …

Brad VanAuken, April 2015
The Language of Branding »

PUBLISHED APRIL 2015 by Brad VanAuken, President & Founder, BrandForward, Inc. It is important to establish a common brand-management vocabulary in your organization. The set of definitions below will facilitate communication with fewer misunderstandings and help communicate and reinforce key brand-management principles. Brand The American Marketing Association describes a brand as a “name, term, sign, …

Jen Donovan, February 2015
Getting E-books into Libraries: Terms and Trends »

With the ever-increasing importance of libraries as a way readers can discover new authors and books, and with the growing popularity of digital access, the time has come for a close look at libraries and e-book licensing. It’s important to recognize that most libraries license, rather than buy, their e-books because the first sale doctrine …

Linda Carlson, February 2015
Getting E-books Into Libraries: What Librarians Want and Vendors Offer »

Say “e-books” and “libraries,” and independent book publishers are quick to express frustration. OverDrive dominates e-book distribution to libraries, and many small publishers struggle to get this vendor to sell their titles. Independent publishers also face two other obstacles when marketing e-books: Few libraries buy direct from publishers. Few libraries buy e-only titles. Discouraged? Here …

Suw Charman-Anderson, March 2015
Social Media Strategy: Understanding Your Audience »

PUBLISHED MARCH 2015 by Suw Charman-Anderson, social technologist Using social media in business can be a challenge, even for those who already use it personally and are familiar with the tools, the culture, and the expectations of social media audiences. It can be difficult to know where to start and how to develop your social …

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