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Jingdong book

图书营销全攻略

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Jingdong book

图书营销全攻略

Name: 图书营销全攻略
Brand: Jingdong book
SKU: 3102004391
Price: 18.86 USD
Availability: OutOfStock

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Editer Recommend

建立品牌认知度了解读者潜需求
21世纪出版人才必备
《图书营销全攻略》还包括营销时间表和检验表、新闻稿样本、直邮包装和公关推广信，尤其是收录了有关机构、参考书和关键的行业出版物名录。《图书营销全攻略（修订版）》是那些想了解和实践图书营销策略的人士的重要参考书。

Content Description

经过仔细修订，向中小出版商、作者、自费出版商和出版从业人员奉献了在当今市场上取胜所需要的通用策略。它重点阐述了系统、有效和容易见效的营销方式，用以最大限度地开拓潜在市场。其中包括：建立品牌认知度、了解自己的读者、设计有吸引力的图书包装、与发行商合作、向图书馆营销、利用互联网、培育非传统市场、充分开发附属版权和开展有效的宣传活动。

Author Description

大卫·科尔（David Cole），拥有长达30年的出版从业经历，涉及编辑、印刷、宣传、营销与管理各个领域。曾参与创办了旧金山湾地区图书节，并担任首届图书节组委会主席。他目前不仅经营着自己的出版社，还经营着一家顾问咨询公司，向数家中小出版社提供顾问咨询服务，同时还是加州大学出版证书课程客座教授。作者的这些经历也成就了本书的叙述方式：直言不讳、细致入微。

Comments

对于希望了解图书销售细节的任何人来说，《图书营销全攻略》无疑是一部重要的参考书．如果你出版、营销、销售或推广图书，这就是你手头的必备书。
——里昂斯出版社社长托尼·里昂斯
大卫·科尔的这部有关图书营销基础知识的作品，直言不讳、思路清晰，不仅非常有价值，而且也是一部不可多得的行业参考指南、
——《如何顺利出版图书》的作者、敏感方式出版有限公司经理朱迪斯·阿伯尔鲍姆

Catalogue

第一章图书营销新手训练营
销售与营销之别
收入最大化
让你的付出物有所值
财务指标统计
利润率分析模型
营销该花多少钱
把你的营销计划落实到纸上
现在就开始聪明营销
营销时间表

第二章图书、书目以及公司基本战略
制作吸引读者的包装
熟知竞争
为新书和常销书而出版
仅在恰当时机做广告
打造和营销出版品牌
让你的公司、品牌或系列图书独树一帜
与非出版组织合作

第三章书业营销与销售
渠道分布
帮书店销售你的图书
美国书展和地区性书展
独立书店、连锁书店和网络
海外图书贸易

第四章图书馆市场以及如何开发
让图书馆员喜欢你的书
让图书馆获得最新的信息
书评的重要性
影响图书馆采购决策的其他因素
图书馆发行商
图书馆批发商
图书馆会议
直邮
广告
作者现身

第五章直销
读者反馈卡
封底目录
“内部”销售
书市、行业展会以及会议
直邮
互联网

第六章网络时代的直接营销
反响更大
规范的必要性
用数字说话
测试的愉悦
名录租赁与管理
尽可能提供最好的报价
报价要及时
出售利益
轻松订购
尽可能提供最好的保证
选择正确的包装
不要放弃你的客户

第七章网络营销与销售
与网络零售商合作
创建自己的网站
利用电子邮件通讯营销
专门的图书网站
互联网推广

第八章书店以外的销售
非图书零售商
跟踪发行商、批发商和零售商
通过协会销售建立市场
为有奖销售寻找机会
邮购和在线目录
为教辅读物开拓市场
目标锁定中小学市场

第九章附属版权
连载权
乎装书版权
国外版权
图书俱乐部版权
有声读物版权
电影和戏剧改编权
电子版权
电子书
许可

第十章图书推广基本原则
口碑的魔力
宣传的次效应
寻找目标媒介
为你的图书寻找合适的媒体
印刷与电子媒介的补充角色
编制和维护媒体名录
如何调整促销活动的范围

第十一章开展有效的公关活动
选择你的推广方式——推销故事还是推销图书
把握推广时机
电话推广
雇用宣传员
与媒体教练合作
给作者进行书店有效签售的小贴士
除了作者朗读之外——围绕图书订制活动
上网推广
公关资源

第十二章出色的营销文案
有效文案的八项原则
创建一套有效的新闻资料包
新闻资料包元素样本
结语
参考资料
索引
译后记

Book Abstract

第一章图书营销新孽训练营
如同其他任何事物一样，图书营销有其独特的一整套惯例和术语。最近在与一位记者谈“营销合作”（co—op）时，对方流露出一脸的不解，并问我：“合作什么？”我一时无语，然后，我意识到“营销与广告基金”这个修饰词其实压根就不在意会之中，也没有任何理由要求这位仁兄知道出版商要分担（也就是合作或营销合作）书店为推销某些特定图书而产生的广告和营销费用这个传统了。还好，在听了我的解释之后，他就完全理解这个概念了。
总之，图书营销与其他商品或服务的营销既不大相径庭，也不完全相同。某些基本原理相同，但细节应用上略有调整。在这里，我先讲几个相对通行的营销概念，因为很多出版人先前并无营销经验。不过，由于本书的核心是图书出版业务，所以我会很快回到这个陌生、惊奇且正快速变革的行业细节上来。
销售与营销之别
对于很多人来说，这两个术语之间的区别是模糊的，由于营销与销售在太多方面互相重叠，因此我想着重强调区分二者的实际意义。

Introduction

自加入世界贸易组织以来，中国与世界经济相互联系、相互依存和相互促进的趋势越来越明显。“入世”对作为我国文化产业重要部分的图书出版业既带来了新的发展契机，也提出了严峻的考验。一方面，更加开放的环境，给我们引进国外的资金、先进的技术和管理经验提供了更大的便利，稳步发展的中国，对世界将产生更大的吸引力，必然有越来越多的外国人希求了解博大精深的中华文化，给中国的图书出版业带来前所未有的机遇和巨大的活力。另一方面，中国传统图书出版业在接受国外先进的技术与经验的同时，也必然会遭遇国外出版界新一轮的冲击，原有的观念与操作模式等不可避免地会受到冲击。面对激烈的出版市场竞争，我国新闻出版管理部门提出了积极应对的“五大战略”，即精品战略、集团化战略、科教兴业战略、“走出去”战略，以及人才战略。而其中的关键是人才战略，没有人才，前面的几个战略都得不到很好的实施，也就会落空。因此，出版人才素质的高低已成为未来竞争能否取胜的关键，而高素质的出版人才已成为了各出版社的竞逐目标。

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Jingdong book

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