Thanks to book publicist Claire McKinney for this guest post!
Although we are a consumer-driven economy and the competition for customers is fierce, most of us probably don’t know what is actually entailed in reaching a customer base. There are two major umbrellas that serve this purpose, and they are huge industries: Marketing and Public Relations.
Many things fall into these two camps. According to the American Marketing Association, Marketing is defined as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Hmmm. The one I found on Yahoo is somewhat clearer: “The strategic functions involved in identifying and appealing to particular groups of consumers, often including activities such as advertising, branding, pricing, and sales.”
For people who are trying to sell product, especially intellectual property which includes books, there are several ways to go about digging in to the marketing functions. Let’s break the definitions down and identify what each piece is intended to do. [Read more…]