丁香园AV

They will learn how publishers estimate a potential readership for a particular book, how they attempt to place that book in sizeable quantities in different retail channels and how they attempt to trigger an 鈥渋nformation cascade鈥� that will cause the book to become the one of the select 鈥渉its鈥� that dominates bestseller lists. Publishers attempt to do all this for less than a dollar per book.

The course is divided into three sections: an analysis of the major changes within the book market over the last decades, the rise of the blockbuster marketing techniques developed as response to these challenging market conditions and finally an extended overview of other marketing techniques that attempt to rectify limitations of blockbuster marketing.