Unit 1 Principles and Theories of Publishing Industry / 1
Text A C3—Commitment， Consistency， Credibility / 1
Text B Book Publishing Industry Theories / 5
Unit 2 The World of Publishing / 12
Text A The Publishing Environment / 12
Text B The Publishing Cycle / 20
Unit 3 Publishing as a Business (I) / 27
Text A Risk / 27
Text B Planning and Development / 32
Unit 4 Publishing as a Business (II) / 40
Text A Management Style and Management Problems / 40
Text B Takeovers and Mergers / 45
Unit 5 Modern Book Publishing Companies (I) / 50
Text A The Development of the Modern Book Publishing Company / 50
Text B Some Sectors in the Anglophone Model / 57
Unit 6 Modern Book Publishing Companies (II) / 66
Text A Case Studies： Trade Publishers / 66
Text B Case Studies： University Presses / 74
Unit 7 Business Operations / 83
Text A Business Operations， the CFO / 83
Text B Human Resources， the CCO， the General Counsel and Secretary / 95
Unit 8 Job Descriptions / 103
Text A Vice President & General Manager; Publisher / 103
Text B Sales & Marketing Manager; Digital Marketing Manager / 110
Unit 9 The Editorial Process / 117
Text A Editorial Categories / 117
Text B Editorial Theories / 123
Unit 10 The Work of the Commissioning Editor / 131
Text A Work Load of the Commissioning Editor / 131
Text B Some Responsibilities of a Commissioning Editor / 136
Unit 11 Design and Production / 143
Text A Re-engineering the Workflow / 143
Text B Design and Production / 150
Unit 12 Marketing (I) / 157
Text A Marketing Staff and Marketing Plan / 157
Text B Marketing Mix—Product / 163
Unit 13 Marketing (II) / 171
Text A Marketing Mix—Price and Place / 171
Text B Marketing Mix—Promotion / 179
Unit 14 Sales and Distribution / 188
Text A Sales / 188
Text B Distribution / 19
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