Key capabilities of an effective marketing executive in academic publishing

R. R. Aiyar, Ex. Executive Senior Vice President, Amity University Press,has a track record of over 34 years in Academic Publishing, holding top most positions, both in Amity University Press and Macmillan. Currently, he is planning on publishing ‘4Nuances of Learning’.

Academic Publishing is evolving. Digital Publishing and AI have certainly become catalysts towards this paradigm shift. In short, new crop of young publishers are coming to the fore. It is, therefore, to be expected the four principal players,viz, Authors, Publishers, Institutions and the Book Trade, all, will witness added and newer puts coming in the scheme of things. Again, all these new add- ons will be rendered an exercise in futility if the basic skills of the human touch are neglected… these need to be there, in full attendance. These include:

1. Excellent communication skills: Ability to communicate effectively in any language, with strong verbal and written skills.
2. Pleasing personality: A warm and approachable demeanor that builds rapport with clients and stakeholders.
3. In-depth product knowledge: Thorough understanding of academic products, including content, features, and benefits.
4. Professional selling skills: Proven ability to sell academic products, identifying customer needs, and presenting solutions.
5. Relationship building: Focus on building and maintaining long-term relationships with clients, authors, and stakeholders.
6. Pre-call planning and post-call analysis: Strategic planning and analysis to optimize sales calls and meetings.
7. Marketing orientation: Understanding that marketing is not just sales, but a holistic approach to promoting products and building brand awareness.
8. Self-belief and confidence: Confidence in products and services, with a positive attitude and strong work ethic.
9. Follow-up marketing programs: Ability to plan and execute marketing initiatives, including:
   • Book fairs and launches
   • Workshops and seminars on topics of mutual interest
   • Teachers’ training programs
   • New book launches
   • NEP-related issues and initiatives
   • Inter-school quiz contests and other activities
10. Book trade management: Ability to manage relationships with book trade partners, including distributors, retailers, and wholesalers, for mutual benefit.
11. Negotiation and decision-making: Skilled in negotiation and decision-making, with the ability to say “no” to unacceptable proposals without compromising relationships.
12. Market Research and Analysis: Ability to conduct market research, analyze trends, and identify opportunities.
13. Digital Marketing: Familiarity with digital marketing channels, including social media, email marketing, and online advertising.
14. Collaboration and Teamwork: Ability to work collaboratively with cross-functional teams, including editorial, production, and sales.

By possessing these capabilities, marketing executives in academic publishing can effectively promote products, build relationships, and drive business growth.