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关键词：
Rook's Dermatology Handbook
书目信息
ISBN：
9781119428350
本馆索书号：
中图分类号：
R75
中文译名：
鲁克皮肤科手册
作者：
Christopher E. M. Griffiths
编者：
语种：
英语
出版信息
出版社：
Wiley
出版地：
出版年：
2021
版本：
1
版本类型：
原版
丛书题名：
卷期：
文献信息
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前言：
摘要：
As per the Kbaby Rook has been something weve wanted to get off the ground for a number of years. Rooks key competitors (Bolognia and Fitzpatrick) both have a handbook sized derivative version aimed at the trainee and primary care market and these have been successful. Rook has a unique position in the European/Commonwealth market, not enjoyed by either Fitz or Bolognia with their predominantly US based author teams, and Wiley should be poised to sell well in these markets with a me too handbook publication. Although the market for entry level dermatology books is crowded, a new book leveraging an established brand offers a more credible entry than a new book without the brand backing. Rooks unique selling point as a parent book is the comprehensiveness of the offering compared to the 2-volume Fitz and Bolognia, this USP will necessarily be lost in transferring content to a smaller book (we will remove histology, and other non-clinical content) so we need to market our new product carefully in order to communicate the benefits of our book over the other derivative titles. Once the handbook title is underway we also propose to develop a spin off series of Rook books, each taking a different subspecialty within dermatology, aimed at the practising dermatologist (a more specialist market than the handbook). Potential titles currently under discussion are genodermatoses, dermatopathology, and drug eruptions. The commercial model for these books would be a higher priced, lower print run title. A case study for this type of brand expansion publishing can be found at the end of this document using an Elsevier published cardiology text, Braunwald. Key Points for Successful Derivative Products: Baby edition must come out mid-end cycle of parent edition to avoid cannibalizing the marketing effort and sales for the parent Authored team for baby book, related to but not entirely comprised of full editor team of main reference. Consider adding more junior colleagues closer to that period of their training or involved in secondary market education. Different commercial model: the broader market which includes primary care requires a cheaper product, but results in higher units sales (though likely lower revenues overall) Text primarily as bullet points, table and box - high yield, not block text heavy. Not picked up as is from parent edition but re-written. Branding should continue through the titles, page design needs redrawing to echo feel of main edition Reuse artwork from parent title where possible with adaptation taking into account page size and also market level Baby books under $100, PB, 4-color Key points for successful Series Spin off Products Branding to cascade making a visual link between product Clearly defined product family which makes sense is key to the marketing and sales story i.e. aim all titles at the same market level e.g. trainees/non-specialists Book commercially capable of standing-alone, no riding of niche sub-topics that would not normally make a book
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