期刊名称：Partnerships: A Journal of Service-Learning and Civic Engagement
印刷版ISSN：1944-1061
出版年度：2012
页码：1-3
出版社：North Carolina Campus Compact
摘要：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.
