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Academic and Professional Publishing by Ian Borthwick, Ed Pentz, Robert Campbell

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12

Sales, licensing and marketing

Tony O’Rourke

Abstract:

This chapter reviews the sales, licensing and marketing activities undertaken by publishers, and highlights the value the publisher brings to the process of scholarly communication through these activities. It looks at the fundamental and emerging approaches to sales, licensing and marketing of academic content, and considers some of the metrics being used to evaluate the use of content, the development of pricing models and the efforts which the publisher makes to engage and retain customers.

Key words

Sales and licensing

researchers

libraries

consortia

purchasing decision

metrics

marketing

customer retention

pricing models

brand

Introduction

The market for scholarly and professional ...

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