Careers in marketing
Publishing companies employ exactly the same disciplines for marketing books as other producers of fast-moving consumer products. Marketing covers the sales, public relations and publicity departments.
For most companies, much of the sales programme is carried out by representatives: general representatives call on bookshops and wholesalers to sell new titles and to solicit further orders for backlist titles: previous experience as a bookseller can be particularly useful here; educational and college representatives visit schools and institutions of higher education to discuss forthcoming publications with teachers, and to look for possible authors: for them teaching experience can be invaluable. In addition to this, the marketing department will explore all other possible outlets for books. Depending on the size and nature of the company, there may also be a separate department supervising overseas marketing.
The planning of promotional campaigns is undertaken by the publicity and public relations department. Copy is produced for press advertising, press releases, jackets, prospectuses and catalogues. Advertisements are carefully timed, and personal appearances by, and interviews with, the author are scheduled to achieve the maximum effect.