Among my colleagues who have recently published books, the process of finding the right title has been described as a wrestling match between author or editor, and publisher. The publisher wants a catchy title that conveys meaning about the content but compels the buyer to take a second look. Titling is a marketing decision. However for the author, titling is a manifestation of the author’s identity and authenticity. Titling is a personal statement. Often at odds, the commercial experience of the publisher tends to win out, which is pragmatically beneficial to the buyer who is trying to surmise the contents of the book.

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author title publisher buyer match wrestling Titling marketing decision process

Susan Harden,.Creating Our Identities in Service-Learning and Community Engagement. 0 (0),.

Susan Harden,"Creating Our Identities in Service-Learning and Community Engagement" 0

Susan Harden,"Creating Our Identities in Service-Learning and Community Engagement"