The marketing plan in scholarly publishing: a study of the University of British Columbia Press

This report explores how UBC Press, a scholarly publisher, develops and executes a marketing plan for their publications. Consideration is given to the specific ways that the Press markets their books within academia, as well as in the trade marketplace, by employing various practices that have proven effective with academic book-buyers. In this case study of UBC Press, the evolution of the marketing plan will be examined with emphasis on the necessity of each task in assuring a long life for every book on the UBC Press list.