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Tools for Becoming More Customer Centric

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 broad agreement that asking the question has inherent value. However,...

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 and online. The quest for innovation is lost to habit and tradition. It...
Nine Kinds of Sales Opportunities

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. There are ways in which you can build a steady flow of revenue and profits...

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 to your long-term commercial success. The question most publishers...

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 into a functional plan. The next step on your path to book-marketing...