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date: 23 May 2019

Abstract and Keywords

Marketing, which long had a subsidiary role within the publishing process, is now both central to its operation and a potential pathway to influence within the industry. Formalization of understanding around marketing, through research, process-analysis, and associated publication, in scholarly and professional publications as well as the general media, has led to awareness that the marketing function is relevant across all publishing operations, with a very wide range of potential contributors: from publishers and authors to retailers and readers. Further development of marketing has been fuelled by the increasing availability of relevant market data, the development of new ways of reaching customers, the emergence of online marketing solutions and collaborations and a growing recognition of the value of diversity, of both content and workforce, with an accompanying increased awareness of publishing opportunities available. Beginning with an analysis of customer-focus, in which all marketing is grounded, this chapter outlines the increasing complexity of routes to market, and suggests likely future developments within both publishing practice and Publishing Studies.

Keywords: Marketing, publicity, promotion, digital (online) marketing, social media marketing, search engine optimization (SEO), collaborations, diversification, self-publishing, author involvement in marketing

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