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