Book-Marketing Tip of the Day – January 21, 2016

Market change can be evolutionary, generational or revolutionary. Evolutionary change pushes the boundaries of existing purchasing criteria. Moving from selling only through bookstores to selling books to non-bookstore buyers is an example. Generational change introduces new criteria that complement old ones, often opening new market segments: creating apps. Revolutionary change renders the old criteria obsolete. Examples are ebooks and Amazon.com.