PART I 

November 8 - 9

Gabriele Rubner - Executive, Verlag Kunst + Reise

Marketing and distribution – a compact course

Participants learn about the relevant tasks of successful distribution and marketing – from the idea of a book to the marketing of it.

Focuses include
- Market analysis and benchmarking
- The marketing mix: definition of goals and strategies; creating a marketing plan
- Identification and definition of target groups
- Brand politics for publishing houses: corporate design and corporate identity
- The politics of prices and conditions
- Channels of distribution
- Practical use of the concepts in the Arab world

Methods: lecture, introduction to theories, teamwork, examples from the world of brands: industry, commerce and retail, publishing houses

Documents to download: Coming soon!

Information on the speaker: Gabriele Rubner

PART II

November 9

Andrew Hansen - Managing Director of Prestel Publishing Limited

Practical international book exports in a global market

This two-hour session will give an overview of worldwide book distribution in all international markets with real-life examples, case studies and contacts for fulfilment, outsourcing, third-party warehousing and representation. Costs, contracts, terms and conditions and the practical paraphernalia required in today’s highly automated publishing environment will be covered in a brief overview of the entire process of marketing and selling books in a competitive, fast-moving global publishing world. Particular emphasis will be applied to those subject areas, in which delegates are publishing, e.g. Arabic Interest and Language, Illustrated Non-Fiction, Children’s Literature and Reference and Academic Books. Empirical advice will be offered on selling to:

- International Territories
- Wholesalers
- Internet Booksellers
- Independent Bookshops
- Chains
- Supermarkets
- Library Suppliers
- Non-book retailers
- Schools
- Individuals

The marketing mix, including branding, design, PR and publicity, direct marketing and its importance in driving sales will be covered in full to enable participants to make their books stand out from the crowd.

Documents to download: Coming soon!

Information on the speaker: Andrew Hansen