Marketing and Sales

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.

 
Previous : The Editorial-Production Process Home