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Maximize Your ROI – Return On Ideas

Publishing companies need to innovate regularly to create new value for their customers. But innovation in itself should not be the final goal. Not only must you spot opportunities, but you should...

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Tools for Becoming More Customer Centric

Are publishers customer focused? This question was raised recently in a Scholarly Kitchen blog post, and the thought-provoking answers of nine industry insiders were far from definitive. There was...

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Four Steps to Greater Profits

Publishers want to increase sales with new books and new ways to market them.  Yet in practice they may wait for authors to submit manuscripts and then sell the published books through bookstores...

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Nine Kinds of Sales Opportunities

A key challenge to growing your publishing firm is to find new paths to greater revenue by building upon your core strengths without making a radical shift in the way you currently do business....

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The Measure of Marketing

The metrics that publishing companies use most often to track performance include financial measures such as changes in sales and revenue. But viewed in isolation, these may have little connection...

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The Hidden Power of Marketing

In my previous two articles (Six Rules for Creating a Solid Book Marketing Strategy and Book Marketing Choreography) I described how to create marketing strategies and then organize your actions...

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Book Marketing Choreography

Creating your marketing strategy defines what you will do (as described in my earlier post Six Rules for Creating a Solid Book Marketing Strategy). The next step is to decide how you will do it, and...

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The Long Tail – 10 Years Later

In October of 2004 Wired Magazine published the article The Long Tail, addressing the changing retail environment.  The article laid out the challenges bricks and mortar retailers’ face and the rise...

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