Lissa Warren

In most publishing houses, marketing and publicity are separate departments. And they should be. Even though each is tasked with book promotion, their methods and responsibilities are actually quite different: Publicity reaches the consumer through the media, and marketing reaches the consumer directly. But just because they're different, it doesn't mean the two departments can't — or shouldn't — work closely together. In fact, in this ever-changing marketplace, they need to work together like never before.