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Alison Baverstock began her career in publishing and now runs a marketing consultancy. She is also a Senior Lecturer within the Business School of Kingston University, where she helped set up the MA in Publishing Studies. The author of 15 books, she regularly gives seminars at universities teaching Publishing Studies and teaches a module on marketing for writers as part of Kingston's MA in Creative Writing. She has given guest lectures on marketing in publishing all over the world. Find out more at www.alisonbaverstock.com

Why this book?; Are books different?; The arguments for and against; What is marketing?; The meaning of marketing in the book trade; Industry structure and reputation; External attitudes: What the world outside the book trade thinks of books; How to draw up and implement a successful marketing plan; Market research; Distribution, customer care and other services; Who are the book people?