The AAUP Marketing Handbook
The AAUP Marketing Handbook is intended to serve serve as an introduction to the basics of university press marketing for newcomers to the profession, for students and interns in our employ, and for staff members outside of marketing seeking to better understand the work of their marketing department.
The Handbook was developed by the 2001-2002 AAUP Marketing Committee, with additional development undertaken by the 2002-2003 Committee. The 2010-2011 AAUP Marketing Committee has begun a review of Handbook materials to bring articles up-to-date and address the many new developments in marketing, sales, and publicity work.
Table of Contents
Part One: Publicity
The Press Release
Steve Yates, Mississippi
The Press Kit
Steve Yates, Mississippi
The Review List
Dennis Lloyd, Pittsburgh
Publicity Calls
John Landrigan, New England
Author Events and Tours
Leila Salisbury, Kentucky
Spotting Deadbeats and Deceitful Book Requests
Jessica M. Pigza, Kansas
Public Relations Crisis Management for Publishers
Kathryn Grimes, Minnesota
Part Two: Sales
The Tip Sheet
Kathryn Conrad, Arizona
The Sales Manager's Primer
Mark Saunders, Virginia
Key Contacts: Promoting Sell Through
Hunter Cole, Mississippi
Hiring and Evalutating Sales Representatives
Anna Bullard, Chicago; Steve Maikowski, Rutgers (from the AAUP Business Handbook)
Part Three: Exhibits
Exhibit Basics
H. Lee Willoughby-Harris, Duke
Exhibits and Sales Tax
John Rollins, Yale (from the AAUP Business Handbook)
Part Four: Direct Mail
Direct Response Mail
Jerome Lewis, Thor Information Services (from the AAUP Business Handbook)
Part Five: Rights
Selling to Book Clubs
Tom Novak, Beacon (from the AAUP Business Handbook)
Copublication: Buying & Selling Rights
Bill Hamilton, Hawaii (from the AAUP Business Handbook)
Part Six: Other Issues
The Annual Marketing Budget
Carol Kasper, Chicago
Working with Freelancers
Megan Scott, Iowa, and Lisa Dellwo, Dellwo Marketing Services
Writing Catalog & Jacket Copy
Wayne Koch, Arizona
Examination Copy Policy
Kim Maselli, Northwestern (from the AAUP Business Handbook)
