Selling in the Business Market: 11 Publishers Share Their Stories

February 2003
by Contributing PMA Members

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Business books are popular at huge publishing houses, at least partly because the “general reader” they aim at figures to be willing to pay for advice that will lead up the career ladder to higher income. But smaller publishers are active in this sizable niche too, and, as usual, they seem to be working smarter. As these reports show, relatively small publishing firms often focus on what their readers’ needs are, rather than on simply selling them a book, and then they fulfill those needs not only with books but also with related goods and services.

— Judith Appelbaum

Books as a Kind of Continuing Ed

At Chammerson Press, we provide marketing how-to information to owners of small businesses, or people thinking about starting a business. To this end, we’ve just published The Marketing Toolkit for Growing Businesses, and we have other books in the works. In addition, we publish information products including special reports, workbooks, tip sheets, free downloads, and (coming this year) e-books. These other products have been available since 1994, when we realized that different people process information differently.
Our roots are in the marketing consulting business, where we offer seminars and workshops that feature workbooks and exercises. By selling books at these engagements, we provide the attendee with a walk-away product. Also, attendees can go online, after the seminar is over, and purchas…IBPA Members – Click here to view the full article (login required).

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