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Author Guidelines
MARKETING AND SELLING

Marketing Operations HOUGHTON MIFFLIN'S COLLEGE DIVISION has a staff of discipline-specific marketing managers who plan marketing campaigns for each new title, usually beginning in the spring prior to publication. At that time, your marketing manager will ask you to fill out a detailed Author's Questionnaire containing questions about the market, features of your book, competition, relevant journals for advertising, and more.

In some cases, marketing efforts begin when a book is signed. During the signing process, your marketing manager may ask you to articulate the features or the approach that sets your book apart from the competition. He or she does this in order to create a unique "story" for your book--one that may drive the creation of new features, package items, or a promotional campaign.

The marketing mix for every book includes some combination of print advertising (letters, postcards, brochures, catalogs, posters), on-line advertising (on-line catalog, Web sites for individual books or disciplines, HMCo home page), sales support and training, market research, workshops, and attendance at academic conventions and exhibits. Here is a brief description of these elements.

Sales rep training Direct selling is our primary method of marketing; thus, much of our marketing focus is on the training and support of our sales staff. We conduct two national sales conferences each year and hold several regional sales meetings throughout the fall and spring selling seasons. For each discipline, we maintain and constantly update a Lotus Notes database called an InfoSite, where we provide reps with detailed product information that they can use in their sales calls or customize for presentation kits. This information includes analyses of competing texts, market issues, ideas for countering objections, and descriptions of our books' features and supplements.

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Sampling Sampling is our most important sales and marketing activity. Reps sample copies of each new book to potential customers. Ideally, before sampling the book, they will have met with and qualified the customer to determine the likelihood of adoption. If a market is very small and a book is fairly inexpensive to produce, the book may be sampled to every potential customer.

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Advertising The College Division's marketing communications staff works closely with the marketing managers to create print and on-line advertising in accordance with the marketing plan for a book or discipline. Most print pieces are mailed to individuals whose names are on lists purchased from an outside list provider or in-house lists of users of previous editions or similar titles. Some brochures are bound into examination copies of books or are distributed on campus and at conventions by our sales reps.

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Database marketing We have an automated system by which our sales reps direct samples of books to be sent to potential customers. The system, called SFA (for Sales Force Automation), captures information on potential targets and also profiles customers' areas of interest. This information allows us to create targeted mailing lists so that we can more effectively reach potential customers.

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Workshops Workshops are an important marketing activity at Houghton Mifflin, one in which we have had extensive experience and success. We conduct a three-day Annual Conference on Accounting Education, to which we invite instructors from around the country. We regularly conduct workshops in other disciplines as well, particularly in modern languages. Our Faculty Development Programs conduct workshops and on-campus training in developmental math, developmental English, and using technology, among other areas. Through the Faculty Development Program, full-time consultants are available via an 800 number to help instructors with issues such as course design, evaluation, and troubleshooting. Our College Survival group also conducts workshops, colloquia, and training for faculty involved in student success and retention programs on campus.

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Exhibits/conventions Houghton Mifflin regularly exhibits at academic conventions, including national, state, and regional meetings in the disciplines in which we publish. These meetings are particularly effective if attendance includes a high percentage of target customers, and if the meeting is held at a time of year when we can influence adoption decisions.

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Sales Operations Houghton Mifflin employs a large staff of sales reps throughout the United States. A director of sales and marketing, a national sales manager, division managers (eastern, central, and western), and regional managers make up our sales management team. In addition, we employ sales reps in Canada and Europe, as well as agents in South America, Africa, the Middle East, Asia, and Australia.

Our U.S. sales staff is supported by a group of faculty service representatives, who take incoming calls from customers. Some of these reps make outgoing calls to customers, in support of individual sales rep marketing initiatives. The faculty service reps are housed in our St. Charles, Illinois, office, which also houses our telesales staff, Faculty Development Program consultants, and College Survival consultants.

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