Marketing James Patterson Books

1051 Words Aug 3rd, 2006 5 Pages
Executive Summary:
Over the last decade James Patterson has published an unprecedented number of best-selling books, cemented a powerful brand image amongst a loyal following, and redefined the process by which authors create content to meet reader demand. From November 2000 through June 2003, Patterson had cumulative sales of over six million dollars, trailing only John Grisham during that time frame. He has generated the majority of his sales through a loyal readership that consistently lines up to buy his next installment. Keenly aware of this dedicated following, Patterson successfully sought to augment the proliferation of his titles with co-authors familiar with his brand that could share the workload, creating a virtual
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With an exclusive pre-release to a carefully pre-determined list of customers, Patterson would instead be proactively creating a buzz, and potentially, a blockbuster.
In terms of channel management, this pre-release should satisfy all members of the channel. Certainly, the book clubs would embrace the idea of being able to market an exclusive release of a Patterson novel, and with exclusive rights, should be able to retain club members for longer commitments. More importantly, this would not have to come at the expense of the retail chains because club members generally would buy books through the club channel anyways. The retail stores, instead, could benefit from the buzz created by club members, as non-club members may now be clamoring to buy the book their friends have already been talking about as soon as it is released in stores. A true blockbuster would increase the size of the "pie" for all channel members.

Channel (2001): Strategic Resources:
• Brand name: dominant in crime fiction genre
• Many titles: 3 per year vs. 1 for Clancy, Cornwell
• Cliffhanger endings leave Patterson readers eager for next installment
• Marketing Expertise: Patterson former Chairman of J. Walter Thompson
"Badge" Authors:
• Name recognition: 90% and 84% for Grisham and Clancy (Patterson 54%)
• Broader range of readers
• Books as a status symbols: read these authors to impress
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