Judge a book by its cover: an analysis of the role of book covers in editorial marketing through the case of Giulio Einaudi Editore ​

Books are commonly seen as cultural products, but usually, the general public is not aware of the various economic actions behind their sales. Numerous studies have demonstrated that book covers have a great impact on readers’ purchasing decisions. This dissertation aims to analyse the marketing strategies involved in the choice of book covers and their influence on consumers’ buying behaviour in both brick-and-mortar and online stores. The research adopts a dual perspective, investigating the topic from both the company's and the consumers’ points of view. The case study for the dissertation is the Turin-based publishing firm Giulio Einaudi Editore, one of the most important companies in the Italian publishing industry. The research methodology involves conducting interviews with Einaudi's employees and administering a survey targeted at various reader segments. The findings confirm the important role that book covers play in editorial marketing, contributing to a deeper understanding of the economic dynamics in the publishing industry.