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Marketing James Patterson. Marketing James Patterson James Patterson is a
popular crime fiction author with a unique business strategy ...
Marketing James Patterson Books. Executive Summary: Over the last decade
James Patterson has published an unprecedented number of ...
... University Fall, 2000 The Department of Marketing College of ... Chad E. Johnson Russell
W. Kirkland James C. Lander ... Jessica L. Osterneck Marcie A. Patterson Ryan M ...
... or mere novelties among business and marketing professionals ... first meeting on the
topic (Patterson 6). Early ... went unnoticed until 1975 when James Yorke detailed ...
... or mere novelties among business and marketing professionals ... first meeting on the
topic (Patterson 6). Early ... went unnoticed until 1975 when James Yorke detailed ...
Submitted by uofm50000 on March 30, 2008
Category: Business
Words: 1835 | Pages: 8
Views: 105
Popularity Rank: 94,253
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Marketing James Patterson
James Patterson is a popular crime fiction author with a unique business strategy: he produces approximately 3 times more books annually than comparable authors and employs unconventional advertising tactics. Patterson’s unique writing style and use of co-authors to write more books has proven to be successful, generating annual book sales of $120 million. Using his advertising background, Patterson has turned his name as an author into a well-known brand.
Patterson built his empire by finding a successful method and using it consistently. Each of his books is written in his signature style – short chapters, minimally descriptive text, and suspenseful endings – and Patterson relies on designated readers to critique his works-in-progress to ensure that optimal books are produced. As a result, readers trust that Patterson’s books will meet their expectations.
There are many channels through which books are distributed. For best-seller fiction, the top three channels are mass merchandisers and price clubs, large-chain bookstores, and book clubs, selling 34%, 25%, and 20% of unit sales, respectively. The increasing popularity of book clubs has attracted the interest of Patterson and his publisher. Authors receive lower royalty payments though book club purchases than other channels. However, book clubs also expose new readers to an author in a way that other channels do not.
Patterson realizes that the best way to advertise a book and generate interest from new readers is to create buzz marketing – if information starts in several groups, it will spread farther through word-of-mouth than if the information starts in a single group. Patterson would like to create this type of buzz marketing to reach new readers with his own brand.
James Patterson’s “brand” has many strengths. Patterson’s unique style of writing is recognizable to...
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