The document discusses content dissemination and marketing for a publishing house. It compares traditional versus today's marketing departments, examining whether to use internal teams or vendors for functions like design, PR, data management, and printing. It also addresses capturing the various cost centers involved in marketing.

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Managing a Publishing House
Post Graduate Diploma in Publishing
Ambedkar University, New Delhi
Lesson 4 – Content dissemination
(marketing)

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Discussion

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Content dissemination

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Marketing Department (traditional)
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Today’s Marketing Department
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Today’s Marketing Department

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Marketing: developing core strengths
Vendor or own the following?
•Design team
•PR and branding team
•Data management team
•Data processing team
•Content collation team
•Web management team

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Singapore | Washington DC
Marketing: developing core strengths
Vendor or own the following?
•Collateral printing
•Collateral mailing
•Content typesetting and proofing
•Bulk emailing
•Data set sourcing
•Venue sourcing
•Media research (tenders, news reports, Google feeds)

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Capturing marketing cost centers

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Capturing marketing cost centers