(Project Report) M.Pub.
The primary purpose of this report to supply readers with the tools and knowledge necessary to pursue online publicity and marketing successfully in a book publishing house. By providing examples of online publicity and marketing activities used today, this report emphasizes the opportunities that publicity and marketing provide to publishers. Online publicity is compared with offline publicity to emphasize what publishers need to do to ensure their online publicity program is a success. By accessing the literature on online publicity, this report focuses on what can make an online campaign successful for book publishers as oppose to other industries. A case study of Chronicle Book’s online campaign to publicize and market You Can Do It! The Merit Badge Handbook for Grown-Up Girls reveals why the book publishing industry should incorporate the Internet into their publicity and marketing plan more so than any other industry.
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