Lexington Books Marketing
At Lexington Books, we recognize that the hard work of authors and
editors to produce the highest quality scholarly titles deserves a
total commitment by marketing…and we make certain that commitment
remains steadfast for each and every Lexington title.
Our marketing strategy is based on a team approach, where the marketing staff
works closely with authors and editors to develop an effective,
comprehensive direct-marketing plan. Our marketing plans utilize and
coordinate the media described below to produce highly professional
and results-oriented campaigns with one goal in mind—to maximize the
potential of every title. We're very excited about this year's
publications. Lexington Books is continuing to grow its list by
publishing more titles, and we're expanding into several exciting new
areas. The top-quality efforts that create and produce these titles
will always be matched by the Marketing Department's efforts to
promote and sell them…that is our "total" commitment.
Direct Mail
Long recognized by scholarly publishers as the most effective way to
sell academic titles, direct mail is our primary marketing channel.
Every season, we mail catalogs of new and recent titles in our major
disciplines, smaller "cluster" direct mailers that package select
titles for specific markets, and single-title flyers promoting a book
for use in the classroom as a text. In addition, select Lexington
titles are cross-marketed in catalogs by other imprints of the
Rowman & Littlefield Publishing Group.
Electronic Marketing
The Internet is a vital marketing tool that provides tremendous
opportunities for broad exposure, sales, and direct feedback from the
marketplace. We work with authors to create e-flyers that can be
distributed through pertinent e-mail lists and listservs. The Lexington
Books web site provides complete information (including full tables of
contents and reviews) for all titles, and incorporates a user-friendly
search engine that quickly takes you to a specific title's page. Plus, a
special 15% online order discount and course examination copy requests are
available through our secure ordering page.
Conventions
Academic association meetings give us an opportunity to personally present
the entire list of titles within a specific discipline. We exhibit at the
key annual and regional conventions for the major disciplines we cover for
purposes of displaying titles, selling, and personally meeting with the
professionals in the field. For the major meetings, we frequently place
space advertising in the convention program and mail a special
pre-conference postcard to personally invite attendees to visit the
Lexington Books exhibit booth. For a complete list of this year's meetings,
please view our
convention calendar.
Review copies
Reviews of books in academic journals (both print and electronic) provide
critical exposure. Upon publication, review copies of each new title are
sent to relevant academic journals around the world from a list developed
by the author and Lexington Books editors. Copies of published reviews are
provided to the author and are also widely used in marketing efforts.
Sales
About four months before scheduled publication, the publishing industry's
standard Advanced Book Information (ABI) form is carefully prepared with
direct input from the author and editors for each title, and electronically
distributed to the major book wholesalers in and outside the US. Our
direct-mail program advertises our books and provides clear ordering
information to the academic community in the US and Canada. We offer five
convenient ways to order: mail, fax, toll-free telephone, email, and the web
site. Order processing and fulfillment services are run through our
state-of-the-art customer service and distribution center in Blue Ridge
Summit, PA. In addition to domestic sales, all books are available to
overseas customers through our agents: The Oxford Publicity Partnership in
the UK and Europe, United Publisher Services in Japan, Cassidy and
Associates in China, and Baker & Taylor International Worldwide. It's all a
part of our total commitment to our customers.
Thank you for visiting Lexington Books today. Bookmark our homepage and
visit it periodically to learn about new titles coming to market. For your
institution, course, research, or your personal library, this web site will
feature several new titles worthy of your consideration every month.
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