The Experts' Guide to the K-12 School Market (2002-03-01) - Hardcover

Hardcover

ISBN 10: 0967579228 ISBN 13: 9780967579221

Publisher: The Internet Monitor, 2002

Synopsis

Hardcover

About this title

About the Author

Editors:

Carol Ann Waugh has more than 25 years experience in the publishing industry with an emphasis on developing, introducing and marketing new products and services to the library and education markets. She has executive management experience at TI-IN Network as Vice President of New Business Development, Progressive Grocer as Vice President, Butterick Publishing as Vice President and R. R. Bowker as Executive Vice President and Publisher, where she was responsible for introducing on of the first viable CD-ROM products – Books in Print. As an entrepreneur, Carol started, built and sold (to Xerox) an information database company specializing in collecting and publishing directories and newsletters about the emerging microcomputer industry in 1982. In 1986, Waugh formed a consulting company and since then, has worked with over 50 publishing companies nationwide to help them develop new products and marketing channels. Carol earned her undergraduate degree in Educational Theatre from New York University and her Masters of Business Administration degree from Pace University. Recently, Carol, in partnership with Linda Winter and Kathryn Kleibacker, has started up a new business called The Internet Monitor ‘— a company offering a variety of consulting services to the educational and reference publishing industry.

Corey E. Brady is an educator and a developer of education materials that use Web and network technologies effectively. As an instructional designer and programmer, and later as chief education officer and chief operating officer, Corey helped conceive, create and manage the online mathematics curriculum products of Boxer Learning, Inc. He is now with Texas Instruments, as manager of product strategy for the TI-Navigator networked classroom solution.

Reviews

In the 2000-01 school year, there were over 14,000 public school districts and over 111,000 public and nonpublic schools across the United States. Targeting products to this multibillion-dollar market is more challenging than ever, given its increased size and diversity not to mention tighter budgets, the greater technical sophistication of teachers, and restrictions on marketing directly to them. Editors Waugh (president, Xcellent Marketing) and Brady (manager, Texas Instruments' TI-Navigator networked classroom solutions) here provide a guidebook aimed at easing the process, adding their own essays to 70 others written by various experts in the school-publishing industry. Beginning with an excellent collection of 14 brief essays on market trends, this resource presents sections on developing educational products and services, marketing plans and strategies, third-party distribution, sales strategies, direct marketing, space advertising, public relations, conferences and exhibits, and Internet marketing. Each essay succinctly summarizes the key concepts, with continual emphasis on the highly professional nature of teaching and administering public schools in the United States. The essays are followed by excellent supplemental material, including key educational acronyms, data on federal funding for schools, and an invaluable collection of highly useful supplemental information on the K-12 industry, including resellers and distributors, creative agencies, developers and brokers of educational products, independent school consultants, books on marketing to schools, industry newsletters, and K-12 education magazines. Whether the reader is well seasoned or totally inexperienced in marketing products to this industry, this unique reference is essential for all professionals involved in selling to schools. Highly recommended, especially for libraries supporting K-12 schools. Dale Farris, Groves, TX
Copyright 2002 Cahners Business Information, Inc.

Edition details

• Publisher: The Internet Monitor
• Publication date: 2002
• Language: English
• ISBN 10: 0967579228
• ISBN 13: 9780967579221
• Binding: Hardcover
• Number of pages: 400
• Editor: Brady Corey E., Waugh Carol Ann