Marketing and publicity play a pivotal role in selling the book at each stage of the publication process. New technology and globalization have transformed the production and distribution of books and paved the way for a more consumer-centric retail culture. With the industrial revolution of the 20th century came the emergence of department stores, variety stores and large chains. The book, which was once considered a cultural 'carrier of ideas' faced becoming another interchangeable commodity, as it battled to compete in an ever-increasingly crowded marketplace.

What are you up Against?

Today, the book is competing on an international stage, not only with other written media forms but amongst the entire entertainment industry. The struggle to influence the purchasing decisions of consumers while ensuring healthy economic margins, has led to what is often referred to as the 'business of books'. Industry professionals, who were once criticized for their supposed inability to run a profitable business, are now serious contenders, as they combine their role as cultural leaders with commercial intent.

While the book industry has journeyed to obtain its professional identity in this challenging marketplace, there has been a shift in the balance of power from editorial elitism, towards sales and marketing, which now oil the wheels of the entire publication process.

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