Understanding end-users in academic book publishing

the article reviews ways that commissioning editors in academic book publishing can better understand the end users of their products. It discusses issues in resourcing market research in publishing companies, before going on to look at some of the existing internal and external sources that commissioning editors can draw on. It then considers both qualitative and quantitative ways of testing and developing a commissioning editor's understanding of end users. The article concludes with a case study illustrating how one publisher used research on end users to improve its products and be more successful in the market.