The New Era of Book Marketing
Online tools are enabling publishers to spread the word about their books to more targeted audiences—and sometimes, at a much lower cost—than traditional marketing methods.
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"The marketing of the material is changing to match the customer," he says.
Cengage has two primary audiences: instructors and students, and it markets to both differently.
"For instructors, we use social media, especially LinkedIn, to create communities (such as for psychology teachers) so they can share best practices, tips and tricks for teaching," Silverburg says.
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- Companies:
- Cengage Learning
- Places:
- San Diego, Calif.
Amanda Baltazar
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