AMTP Proceedings 2026
Document Type
Conference Proceeding
Publication Date
Spring 2026
Abstract
This paper advances a lifecycle view of integrated marketing communications for book publishing and specifies a practical model beyond launch. We present the Lifecycle IMC in Publishing (L-IMC) framework with four layers—strategic capability, orchestration, phased execution (pre-launch, launch, post-publication), and measurement/learning—grounded in evidence on carryover, cross-media complementarity, discoverability, and the creator economy. Seven propositions predict that lifecycle consistency, coordinated post-publication activity, metadata priming, creator–title fit with clear disclosures, network-aware seeding, continuous testing, and reserved reinforcement budgets improve visibility, conversion, and returns. Design principles include codified message architecture and governance, a vetted creator bench, managed discoverability, sequencing high-trust signals before conversion media, embedded experiments, disclosure compliance, and planned reinforcement. We outline a measurement “operating system,” role and budgeting guidance, and a research agenda centered on field and quasi-experiments. Adopting lifecycle IMC should lengthen visibility curves, strengthen backlist economics, and deepen reader relationships.
Recommended Citation
Boutin, Philip J. Jr., "Beyond the Launch: Designing Integrated Marketing Communications Across the Publishing Lifecycle" (2026). AMTP Proceedings 2026. 9.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/9
