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Planning the marketing and sales of a textbook begins long before the book is actually published. A Marketing Manager is assigned to the book and is responsible for creating and overseeing a Marketing plan. Most successful authors also play a role.
THE AUTHOR'S SUGGESTION FORM
The Author's Suggestion Form (ASF) is
the first -- and most important -- document
about your book that the Marketing Department
receives, as it is what launches the marketing
process. This is the vehicle that drives all
of your book's sales tools and marketing materials.
Our Product Information department will send
you ASF instructions in the Fall before your
book is scheduled to be published. Please
complete the ASF with as much detail as possible.
It is crucial that you return your ASF by
the specified deadline, as all marketing materials
and sales tools wll be based initially off
of your ASF.
THE SALES MANUAL PAGE
The Sales Manual Page (SMP) is the primary sales tool used
by Allyn & Bacon sales reps. It contains a
description of your text and its philosophy,
a detailing of the special features and unique
characteristics of your book, a listing of
the supplementary package, and a complete
table of contents. Much of this information
is derived from the ASF. It is crucial that
this tool be as accurate and well-written
as possible to ensure that your book is clearly
described for our sales staff and their potential
customers.
OTHER MARKETING ACTIVITIES
Depending on the type of book you are publishing, there are many different marketing activities you can participate in. Your Marketing Manager will contact you for any special requests. However, several marketing activities exist in which all authors can participate and contribute.
MARKETING ACTIVITIES FOR THE AUTHOR
- Provide lists of potential adopters (friends,
colleagues, former graduate students).
- Prepare comparative analyses of your
book with major competitors. These analyses
are used to produce effective sales tools
for our reps and marketing staff. The more
comprehensive, the better.
- Speak at conventions or write journal
articles and mention your book. Maintaining
a high profile as an author is one way to
ensure your book is looked at by potential
adopters. The rep's toughest job is to convince
potential adopters that carefully reviewing
your book is worth their time. The more
recognized your name, the more likely that
potential adopters will spend the time necessary
to really get to know your book and make
an informed decision.
- Communicate to your Marketing Manager
and Editor your willingness and availability
to write and/or telephone adoption prospects
or to travel on behalf of promoting your
book.
- Get to know your local sales reps. Often,
they are the most powerful champions of
your book, and can have great influence
both on professors in their territory and
other reps in the company.
- Find your book's catalog page in our website
catalog and email the URL to potential adopters
so they can access detailed information
about your book.
SALES MEETINGS
Your book is first introduced to the sales force
in August of the year prior to the publication
year. At that time, the focus is on identifying
potential adopters and "pre-selling" the book.
In early January your book is again presented to the sales force at our Winter Sales Meeting. This meeting focuses on getting to know your book and planning competitive strategies.
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