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Rethinking book marketing and its organization in the big houses

December 17, 2012 by Jess 31 Comments

Here’s a modest proposal about how marketers at big publishers should be organized. By audience segment, or, to use my own favored terminology, by vertical. Marketing demands it and entirely new business opportunities — beyond publishing — can arise from it. A publisher — even the most general publisher — should figure out which audiences […]

Filed Under: General Trade Publishing, New Models, Supply-Chain, Vertical Tagged With: Allromanceebooks.com, Avon, Hay House, Jane Friedman, McCarthy-Digital, Open Road, Perseus, Pete McCarthy, Random House, Rick Joyce, Tor

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Mike Shatzkin

Mike Shatzkin is the Founder & CEO of The Idea Logical Company and a widely-acknowledged thought leader about digital change in the book publishing industry. Read more.

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