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
- 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
Lynette Owen, Copyright Director – Pearson Education Ltd.
Copyright and publishing: the legal background and practical aspects of licensing
This seminar provides an overview of the copyright framework underlying the buying and selling of rights in publishers’ works. It covers practical aspects of licensing – identifying suitable titles for buying and selling rights, making contact with potential partners, negotiating terms and tying up licence contracts which reflect market circumstances and which are fair to both sides. It gives practical advice for preparing sales materials and maximising opportunities at book fairs..
- Focuses include
- The international copyright conventions as a framework for international trading
- Copyright in images
- Copyright in the digital environment
- Licensing: practical aspects of copyright licensing and their application in the Arab world
Methods: lecture, introduction to theories, check lists, case studies, model contracts
Documents to download: Coming Soon!
Information on the speaker: Lynette Owen
Dr. Dirk Palm – Palmedia Publishing Services
Project management
The participants learn how to use the instruments of project management for realising a single project as well as for dealing with several projects at once. Strategies are introduced that enable participants to solve complex tasks.
Focuses include
- Project definition and task assignment
- Project organisation, planning, control
- Intercultural project management
- Practical use of the concepts in the Arab world
Documents to download: Coming Soon!
Information on the speaker: Dr. Dirk Palm
