Course Title：销售故事：图书营销的艺术

Marketing plays an increasingly central role in contemporary publishing, with decisions being made at every level and within every department in consultation with expertise from marketing teams, and the roles within these teams becoming increasingly diverse. Marketing teams identify consumer needs and potential gaps in the market, analyse the competition and devise products and services to fill these gaps. They bring to bear their understanding and execution of the precise mix of sales, marketing and PR techniques required in order to profitably meet these customer needs. This course will focus on key areas of the marketing process for the publishing industry and will include theoretical underpinnings, audiences, brands doing good, how pricing works, digital and social media marketing, how biases work in marketing, and how you can pull it all together into a marketing plan. This course is focussed on the West, especially the UK and Europe; however, the skills taught will translate to other parts of the world and publishing marketplaces. After all, marketing and selling books and rights, is a cornerstone of the publishing industry everywhere.