Abstract: This case broadly covers the real-life issues involving the marketing of books and authors in the self-publication mode. Dr NC, the protagonist of this case study, is a Senior Professor in a reputed, 50-year-old business school from India. In 2013 and 2017, he wrote two volumes of an inspiring general book called "Incredible champions", chronicling the stories of achievers in the social sector. In 2020-21, he was contemplating the third volume amidst the Covid19 pandemic.

Learning Objectives

• To understand the importance of personal branding and author promotions in the marketing of books in emerging markets like India.
• To apply personal branding strategies for the author promotion.
• To analyze the promotion options and apply digital marketing strategies.
• To broadly understand the different options of publishing in the publishing industry.