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The World Bank and United Nations are some of the world’s best known intergovernmental organizations, but did you know that they also run their own publishing programmes? Katie, from our Sales & Marketing team, gives us a quick history of Eurospan’s involvement and explains why we are proud to distribute for them and other similar organizations.

Eurospan has been promoting the publications of the International Monetary Fund and World Bank Group Publications for many years. In early 2012, the Food and Agriculture Organization of the United Nations joined us, greatly expanding the range of titles we offer on agriculture, and six months later, United Nations Publications came on board with their huge array of key titles. It was after the addition of these two publishers that a new division of Eurospan was set up – Intergovernmental Organizations (IGOs). Some of the more well-known books we have in this division are Human Development Report (UN), World Development Report (World Bank), World Economic Outlook (IMF) and FAO Statistical Yearbook (FAO).

The IGOs need a highly targeted marketing approach to ensure that we are directing the information about these specialist publications towards the right customers. It is also important to keep up to date with world events when working with IGO publishers as their books are frequently relevant to many news articles, and are used by the media for statistical data relating to current events. Marketing our IGOs is, therefore, always a topical and informative job.

Comments | Posted in Eurospan Market Focus By Eurospanners

Working with Eurospan's broad range of titles, from a wide variety of partner-publishers and covering an array of subjects, keeps the job of marketing exciting, but it can also keep you on your toes. Today, Pip, one of our Sales & Marketing Managers, shares some of the challenges of getting to grips with subjects outside of your normal area of expertise.

What is STEM? STEM is an acronym for science, technology, engineering and mathematics. According to the national STEM Centre in the UK, “STEM subjects are integral to the UK’s success: the UK is the world’s sixth largest manufacturer, engineering turnover is around £800 billion per year, and whilst the UK makes up only 1% of the world’s population, we produce 10% of the world’s top scientific research.”

The Observatory on Borderless Higher Education tells us that investment in STEM disciplines is increasingly seen in the US and Europe as a means to boost innovation, particularly in manufacturing, the sector which helped Asian economies grow exponentially over the last two decades.

The top selling Eurospan STEM title published in 2015 is the enticingly titled Introduction to Tropical Geometry from the American Mathematical Society. It brings to mind visions of colourful shapes reflecting upon the calm seas of an exotic and far away shore does it not? In reality tropical geometry is a skeletonized version of algebraic geometry. “Yes Pip, but why do we care?” (I know you’re all thinking it). Well, this relatively new area of mathematics was used in the design of auctions used by the Bank of England during the financial crisis in 2007. The topics of the sometimes seemingly baffling books that I work with here at Eurospan have some very important real-world applications.

Coming from a non-STEM background I can tell you that I had to look up the meaning of tropical geometry (thank you Wikipedia) and assure you that I’m still none the wiser as to how it really works (I can share some equations if anybody’s interested – see me after class). However, that’s where the fun lies in marketing Eurospan’s STEM lists. Practically every book that crosses my desk provides a new “what the heck is that?” moment. I’ve learned about monotremes, MEMs and MOEMs; the complex difference between automotion and automation (hint: one of them’s not a thing); and been introduced to the intriguingly named “Fuzzy logic” (not the reasoning behind the dodgy decisions made after a tipple or two, surprisingly). I’m intrigued to see what strange new niche subjects come my way next!

Comments | Posted in Eurospan Market Focus By Eurospanners

The Future of the Academic Book

13 Nov 2015 07:00:00

Today, to round-up our week of blog posts, Eurospan's Regional Manager for UK, Europe & Africa writes about the future of the academic book...

As Academic Book Week ends, what do we think this event will look like in ten or twenty years? Anyone who gives you a definitive answer to the question does, at best, have an unwarranted faith in their own capacity for foresight – either that or they are seriously deluded; the truth is we simply don’t know.

“Amazon will kill the bookshop”; it hasn’t. They may have had to reinvent the ways they do business, especially those specialising in academic books, but they have not gone away.

“e-books will kill print”; they haven’t. But they have established an important place in the information ecosystem.

“Digitisation and electronic delivery will mean libraries no longer need shelves”; they are still full of them. Oh, and lots of computer workstations as well.

“Students will want to access textbooks on their handheld devices”; they don’t. Well, only a small minority do. Honest. Try asking a few directly.

“All human knowledge will be available to be found online and will be free”; simply, NO.

With disruptive technologies, new market dynamics, changing habits, the known knowns, the known unknowns, the unknown unknowns, where will we be in 2025 and 2035? In the gloriously eclectic, creative, multifaceted world of the book, we can only guess. But so long as the publishing industry and we at Eurospan maintain our traditions for imagination, invention, reacting to the changing world as we find it and proactively addressing the problems it presents to us, continuing to satiate that great human hunger for learning and knowledge with the right materials packaged and delivered in the manners desired, we will still be here for Academic Book Weeks of the future.

Comments | Posted in Eurospan Market Focus By Eurospanners

Eurospan's Asian Expansion

12 Nov 2015 07:00:00

As our name would suggest, when Eurospan was first established in the mid-1960s, our business was about offering marketing, selling and distribution services for our partner-publishers within Europe. However, five decades later, we now cover all regions of the world outside of North America, and since 2010 our expansion into Asia is a move we’re found particularly exciting.

To say that Asia is vast, its markets hugely diverse, and our opportunities to promote English language titles considerable, is a set of understatements. Ranging from developing nations like Laos and Cambodia, to mighty intellectual centres such as Japan and Singapore, and to countries like India and China whose economies are expanding at a pace beyond belief, working in Asia means that we are constantly being challenged. In short, there’s never a dull moment on the marketing and sales front - to say nothing of the logistics of distribution!

Working closely with partner-agents based on the ground means that Eurospan has an ear to the ground across the region. When university librarians in the Philippines want to see our latest engineering materials, we can be there with them to talk through our latest key titles in person. In a world that is increasingly reliant upon email and digital marketing, this personal touch is not to be underestimated: although many customers like to receive eblasts and links to online catalogues, demand for hardcopy materials remains steady.

And interest in English language titles is high, particularly in STM and related professional subject areas. Our bestsellers in India include titles on paediatrics and beef cattle production (perhaps surprisingly given the veneration of cows in Hinduism); in Singapore books on education sell strongly; and China and Hong Kong have seen demand for academic writing handbooks and guides this year. The crowds that gather at the continent’s major book fairs – Eurospan takes a stand at the New Delhi World Book Fair, the Kuala Lumpur International Book Fair, and the Beijing International Book Fair every year – are further testament to local demand for English language titles, and the titles from our partner-publishers. 

Comments | Posted in Eurospan Market Focus By Eurospanners

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