BiblioVault - Books about Marketing

Making the News Popular

Mobilizing U.S. News Audiences

Anthony Nadler

University of Illinois Press, 2016

The professional judgment of gatekeepers defined the American news agenda for decades. Making the News Popular examines how subsequent events brought on a post-professional period that opened the door for imagining that consumer preferences should drive news production--and unleashed both crisis and opportunity on journalistic institutions.

Anthony Nadler charts a paradigm shift, from market research's reach into the editorial suite in the 1970s through contemporary experiments in collaborative filtering and social news sites like Reddit and Digg. As Nadler shows, the transition was and is a rocky one. It also goes back much further than many experts suppose. Idealized visions of demand-driven news face obstacles with each iteration. Furthermore, the post-professional philosophy fails to recognize how organizations mobilize interest in news and public life. Nadler argues that this civic function of news organizations has been neglected in debates on the future of journalism. Only with a critical grasp of news outlets' role in stirring broad interest in democratic life, he says, might journalism's digital crisis push us toward building a more robust and democratic news media.

Wide-ranging and original, Making the News Popular offers a critical examination of an important, and still evolving, media phenomenon.

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The Market Structure of Sports

Gerald W. Scully

University of Chicago Press, 1994

Through a detailed economic assessment of the current business of professional sports and prospects for the future in the United States, Scully examines the factors that determine players' salaries; management practices and franchise values; and long-term, short-term, and corporate ownership. Scully shows, for example, that while the economic growth of the last two decades was fueled primarily by sales of television rights, the broadcast market has become saturated and teams will have to look elsewhere for income in the 1990s.

This book offers technical insights that will interest business economists and professionals in sports management.

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Marketable Values

Inventing the Property Market in Modern Britain

Desmond Fitz-Gibbon

University of Chicago Press, 2018

The idea that land should be—or even could be—treated like any other commodity has not always been a given. For much of British history, land was bought and sold in ways that emphasized its role in complex networks of social obligation and political power, and that resisted comparisons with more easily transacted and abstract markets. Fast-forward to today, when house-flipping is ubiquitous and references to the fluctuating property market fill the news. How did we get here?

In Marketable Values, Desmond Fitz-Gibbon seeks to answer that question. He tells the story of how Britons imagined, organized, and debated the buying and selling of land from the mid-eighteenth to the early twentieth century. In a society organized around the prestige of property, the desire to commodify land required making it newly visible through such spectacles as public auctions, novel professions like auctioneering, and real estate journalism. As Fitz-Gibbon shows, these innovations sparked impassioned debates on where, when, and how to demarcate the limits of a market society. As a result of these collective efforts, the real estate business became legible to an increasingly attentive public and a lynchpin of modern economic life.

Drawing on an eclectic range of sources—from personal archives and estate correspondence to building designs, auction handbills, and newspapers—Marketable Values explores the development of the British property market and the seminal role it played in shaping the relationship we have to property around the world today.

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Marketing for Scientists

How to Shine in Tough Times

Marc J. Kuchner

Island Press, 2011

It's a tough time to be a scientist: universities are shuttering science departments, federal funding agencies are facing flat budgets, and many newspapers have dropped their science sections altogether. But according to Marc Kuchner, this antiscience climate doesn't have to equal a career death knell-it just means scientists have to be savvier about promoting their work and themselves. In Marketing for Scientists, he provides clear, detailed advice about how to land a good job, win funding, and shape the public debate.

As an astrophysicist at NASA, Kuchner knows that "marketing" can seem like a superficial distraction, whether your daily work is searching for new planets or seeking a cure for cancer. In fact, he argues, it's a critical component of the modern scientific endeavor, not only advancing personal careers but also society's knowledge.

Kuchner approaches marketing as a science in itself. He translates theories about human interaction and sense of self into methods for building relationships-one of the most critical skills in any profession. And he explains how to brand yourself effectively-how to get articles published, give compelling presentations, use social media like Facebook and Twitter, and impress potential employers and funders.

Like any good scientist, Kuchner bases his conclusions on years of study and experimentation. In Marketing for Scientists, he distills the strategies needed to keep pace in a Web 2.0 world.

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Marketing Marianne

French Propaganda in America, 1900-1940

Robert J. Young

Rutgers University Press, 2003

Although historians have written extensively on propaganda during Napoleon III’s regime and Vichy, they have virtually ignored the Third Republic. Focusing on Third Republic policies, Marketing Marianne suggests that Americans’ long-lasting love affair with French culture is no accident. Robert J. Young argues that the French used subtle but effective means to influence U.S. policy in Europe. He examines French propaganda efforts and the methods of the French Foreign Ministry, always highlighting the wider cultural and social context of Franco-American relations. French propagandists believed that the steady promotion of their nation as the cultural capital of the world was the best way to foster goodwill among Americans. They slowly recognized the important role the United States played in maintaining the balance of power in Europe. Young argues that the French deliberately exploited America’s sense of cultural inferiority when faced with Europe’s rich heritage, and the rise of new technologies and modern forms of government in France encouraged the development of more sophisticated forms of propaganda.

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Marketing Modernisms

Self-Promotion, Canonization, Rereading

Kevin J.H. Dettmar and Stephen Watt, Editors

University of Michigan Press, 1996

Rarely have genres of literary expression been looked upon or read as commodities within a market system; we tend to think of our literature as "pure," untainted by any interaction with the world of commerce. Critical accounts of modernism are frequently theorized across the divide between the project itself and the larger marketplace, the world of consumption. Marketing Modernisms calls into question this curious separation and examines the material, intellectual, and ideological practices that comprise the notion of "marketing." Marketing Modernisms is concerned with Anglo-American modernists and their potential readers in both the popular audience and the academy. Examining the forms of promotion employed by book publishing houses, in the editorial offices of literary magazines, and in the minds of modern writers, the essays bring to the fore little-known connections between writers such as Ezra Pound, T. S. Eliot, James Joyce, Virginia Woolf, and Langston Hughes, and the commercial marketplace they engaged. The book's provocative themes include the strategies that modernists and their publishers employed to market their work, to fashion themselves as artists or celebrities, and to bridge the gap between an avant-garde elite and the popular reader. Other essays explore the difficulties confronted by women, African American, and gay and lesbian writers in gaining literary acceptance and achieving commercial representation while maintaining the gendered, racial, and sexual aspects of their lives.

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Marketing Nutrition

Soy, Functional Foods, Biotechnology, and Obesity

Brian Wansink

University of Illinois Press, 2007

Although encouraging people to eat more nutritiously can promote better health, most efforts by companies, health professionals, and even parents are disappointingly ineffective. Brian Wansink’s Marketing Nutrition focuses on why people eat the foods they do, and what can be done to improve their nutrition. Wansink argues that the true challenge in marketing nutrition lies in leveraging new tools of consumer psychology (which he specifically demonstrates) and by applying lessons from other products’ failures and successes. The key problem with marketing nutrition remains, after all, marketing.

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The Marketing of Farm Products

Studies in the Organization of the Twin Cities Market

H. Price

University of Minnesota Press, 1927

The Marketing of Farm Products was first published in 1927. Minnesota Archive Editions uses digital technology to make long-unavailable books once again accessible, and are published unaltered from the original University of Minnesota Press editions.Fourteen specialists, including Professor John D. Black of Harvard University, and Dr. Holbrook Working, economist of the Stanford University Food Research Institute cooperated in these studies under the editorship of Professor H. Bruce Price.The book is designed as a text for use in high schools and college classes in agricultural economics and is equipped with references for reading, tables, charts, maps, and an index. In addition to chapters describing the organization of the Minneapolis-St. Paul market for grain, hay, livestock, potatoes, dairy products, fruits, and vegetables, there are included discussions of the historical geographical, and theoretical aspects of the subject. It will prove a valuable reference work also for businessmen, and producers and consumers of farm products in the Twin Cities market area—a territory extending west and north into Montana and Canada, and east and south into Wisconsin and Iowa.

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Marketing the Bard

Shakespeare in Performance and Print, 1660-1740

Don-John Dugas

University of Missouri Press, 2006

To posterity, William Shakespeare may be the Bard of Avon, but to mid-seventeenth-century theatergoers he was just another dramatist. Yet barely a century later, he was England’s most popular playwright and a household name. In this intriguing study, Don-John Dugas explains how these changes came about and sealed Shakespeare’s reputation even before David Garrick performed his work on the London stage.

Marketing the Bard considers the ways that performance and publication affected Shakespeare’s popularity. Dugas takes readers inside London’s theaters and print shops to show how the practices of these intersecting enterprises helped transform Shakespeare from a run-of-the-mill author into the most performed playwright of all time—persuasively demonstrating that by the 1730s commerce, not criticism, was the principal force driving Shakespeare’s cultural dominance.

Displaying an impressive command of theater and publishing history, Dugas explains why adaptations of Shakespeare’s plays succeeded or failed on the stage and shows that theatrical and publishing concerns exerted a greater influence than aesthetics on the playwright’s popularity. He tells how revivals and adaptations of Shakespeare’s plays while he was relatively unknown fueled an interest in publication—exploited by the Tonson publishing firm with expensive collected editions marketed to affluent readers—which eventually led to competition between pricey collections and cheap single-play editions. The resulting price war flooded the market with Shakespeare, which in turn stimulated stage revivals of even his most obscure plays.

In tracing this curious reemergence of Shakespeare, Dugas considers why the Tonsons acquired the copyright to the plays, how the famous edition of 1709 differed from earlier ones, and what effect its publication had on Shakespeare’s popularity. He records all known performances of Shakespeare between 1660 and 1705 to document productions by various companies and to show how their performances shaped the public’s taste for Shakespeare. He also discloses a previously overlooked eighteenth-century engraving that sheds new light on the price war and Shakespeare’s reputation.

Marketing the Bard is a thoroughly engaging book that ranges widely over the Restoration landscape, containing a wealth of information and insight for anyone interested in theater history, the history of the book, the origins of copyright, and of course Shakespeare himself. Dugas’s analysis of the complex factors that transformed a prolific playwright into the inimitable Bard clearly shows how business produces and packages great art in order to sell it.

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Marketing to Moviegoers

A Handbook of Strategies and Tactics, Second Edition

Robert Marich

Southern Illinois University Press, 2009

While Hollywood executives spend millions of dollars making movies, even more money is poured into selling those films to the public. In the second edition of his comprehensive guidebook, Marketing to Moviegoers, veteran film and TV journalist Robert Marich plumbs the depths of the strategies and tactics used by studios to market their films to consumers. Packed with real life examples and useful data, this new edition blends practical, up-to-date information with theory to clearly explain all aspects of promoting motion pictures.

Marketing to Moviegoers: A Handbook of Strategies and Tactics takes readers carefully through all of the key components of film marketing. From creative strategy, market research, and advertising to publicity, product placement, and distribution to theaters, Marich's book covers everything film professionals need to know to mount a successful marketing campaign. Each chapter contains a wealth of useful information—including the historical background of the business, sample market research documents and advertising budgets, comments from successful industry insiders, and over thirty-five tables—and offers intriguing insight into the strategies of modern promotion.

Most other film marketing books focus mainly on marketing by independent distributors, but Marich specifically outlines the marketing methods of the six major Hollywood studios, which are notoriously secretive about these methods, while also detailing the marketing plans of the independent and foreign film sectors. In addition, he examines in depth the effectiveness of both new and old media, especially the ways in which the advent of the Internet has both helped and hindered the movie marketing process.

While many books have been written on the business-to-business aspect of film promotion, Marich's volume is one of the few that focuses on the methods used to sell motion pictures to those who truly make or break a film's success—the public.

This essential reference contains detailed examples, more than twenty illustrations, and a comprehensive glossary of marketing terms. A highly navigable handbook that breaks down a complicated process into manageable strategies in an easy-to-read style, Marketing to Moviegoers is a must for all film professionals and filmmaking students.

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Marketing to Moviegoers

A Handbook of Strategies and Tactics, Third Edition

Robert Marich

Southern Illinois University Press, 2013

While Hollywood executives spend millions of dollars making movies, even more money is poured into selling those films to the public. In the third edition of his comprehensive guidebook, Marketing to Moviegoers: A Handbook of Strategies and Tactics, veteran film and TV journalist Robert Marich plumbs the depths of the methods used by studios to market their films to consumers. Updates to the third edition include a chapter on marketing movies using digital media; an insightful discussion of the use of music in film trailers; new and expanded materials on marketing targeted toward affinity groups and awards; fresh analysis of booking contracts between theaters and distributors; a brief history of indie film marketing; and explorations of the overlooked potential of the drive-in theater and the revival of third-party-financed movie campaigns.

While many books have been written on the business-to-business aspect of film promotion, Marich’s volume is one of the few that focuses on the techniques used to sell motion pictures to those in a position to truly make or break a film—the public. A highly navigable handbook that breaks down a complicated process into manageable strategies in an easy-to-read style, Marketing to Moviegoers is a must for all professionals and students in today’s rapidly evolving film industry.

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Marketing Today's Academic Library

A Bold New Approach to Communicating with Students

Brian Mathews

American Library Association, 2009

Marketing with Social Media

A LITA Guide

Beth Thomsett-Scott

American Library Association, 2020

This all-new edition gathers a range of contributors to explore real-world uses of library marketing technology, perfect for novices ready to dive in as well as practitioners on the lookout for ways to improve existing efforts. Inside, librarians share insights on how they use their favorite social media tools to promote their library and build community. Applicable to all types of institutions, this guide

covers popular tools such as Snapchat, Tumblr, Instagram, Facebook, and Twitter;
shares four easy-to-use tools for creating memes, tips for creating short videos, and ways to integrate blogs into social media;
demonstrates how to use reaction GIFs and tagging to boost your Tumblr posts;
shows how to tailor messages to communicate effectively with different generations and audiences; and
includes screen shots, illustrations, sample social media policies to help you navigate controversies, and free online training resources.

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Marketing Your Library's Electronic Resources

Marie R. Kennedy

American Library Association, 2018

Markets

Armin Beverungen

University of Minnesota Press, 2018

A media theory of markets

Markets abound in media—but a media theory of markets is still emerging. Anthropology offers media archaeologies of markets, and the sociology of markets and finance unravels how contemporary financial markets have witnessed a media technological arms race. Building on such work, this volume brings together key thinkers of economic studies with German media theory, describes the central role of the media specificity of markets in new detail and inflects them in three distinct ways. Nik-Khah and Mirowski show how the denigration of human cognition and the concomitant faith in computation prevalent in contemporary market-design practices rely on neoliberal conceptions of information in markets. Schröter confronts the asymmetries and abstractions that characterize money as a medium and explores the absence of money in media. Beverungen situates these inflections and gathers further elements for a politically and historically attuned media theory of markets concerned with contemporary phenomena such as high-frequency trading and cryptocurrencies.

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MUSE IN THE MACHINE

AMERICAN FICTION AND MASS PUBLICITY

MARK CONROY

The Ohio State University Press, 2004

A writer who simply panders to the public is seldom taken for an artist. An artist who cannot publish is seldom granted a career. This dilemma, the subject of Muse in the Machine, has been home to many authors of serious fiction since the eighteenth century. But it is especially pointed for American writers, since the United States never fostered a sustainable elite culture readership. Its writers have always been reliant on mass publicity’s machinery to survive; and when they depict that machinery, they also depict that reliance and the desire to transcend its banal formulas. This book looks at artist tales from Henry James to Don DeLillo’s Mao II, but also engages more indirect expressions of this tension between Romantic individualism and commercial requirements in Nathanael West, Vladimir Nabokov, and Thomas Pynchon. It covers the twentieth century, but its focus is not another rehearsal of “media theory” or word versus image. Rather, it aims to show how various novels “about” publicity culture also enact their authors’ own dramas: how they both need and try to critique the “machine.” In subject as well as approach, this study questions the current impasse between those who say that the aesthetic aspires to its own pure realm, and those who insist that it partakes of everyday practicality. Both sides are right; this book examines the consequences of that reality.

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