Essay by Arnold Reisman on “Self Marketing of Books: The Epidemic Theory Model and the WWW”

Self Marketing of Books: The Epidemic Theory Model and the WWW.
by Arnold Reisman[1]

“The more publicity you stir up, the more books will be sold”[2]

Bruce Batchelor has been kind enough to mention my experience in self-promoting my recent book TURKEY’S MODERNIZATION: Refugees from Nazism and Atatürk’s Vision via the web. His comments appear on pages 125 and 126 of the current edition of Book Marketing DeMystified. In the next few postings of his Blog I shall elaborate on that experience as a matter of sharing. I do not view this as part of a “zero-sum” game because we all stand to gain by taking advantage of the Web’s capability. My premise is that the Web has made possible a direct relationship between a book’s author, its purchaser and or reader, as well as the entire milieu of intermediaries. What is also significant to the author, is that it’s cost free and the relationship I mentioned is self energizing. This medium for marketing one’s book is relatively new and many people aren’t yet convinced of its importance. Misconceptions abound and the entire field is continually changing. Towards its evolution this series of essays discusses book marketing using what I have dubbed the WWW enabled Epidemic Theory Model approach. This mode of marketing can be used by any author irrespective of whether the book is published by a major commercial house, a small press, or self-published. Authors who ignore the power of the web are truly missing out. Publishing houses can not be relied on to do what the author can do for him or herself.

The Epidemic Theory model [3] involves one or more entry-points or “nodes.” The nodes are interconnected by a set of arcs that allow for information flows and in groups they comprise a number of feedback loops in an interrelated network. The nodes could be sources of information or destinations for information or both.

This long name the epidemic theory model of product knowledge diffusion, simply means that awareness of a new product is spread from one knowledgeable person to another in a pattern that is mathematically analogous to the spread of an infectious disease that remains unchecked. Graphically the model can be viewed as a never-ending genealogy tree or a set of radiating waves in a pool of still water into which close to shore a pebble has been thrown. However in this latter analogy the waves become self energized. They do not dissipate as they would if they followed the laws of physics.

diagram for Arnold Reisman essay

The center dot is Originally available knowledge/awareness


The rings represent Knowledge/Awareness that has been passed on to others

These “epidemic” models will vary according to the factors considered. Applied to my own book the nodes can be characterized by one or two key words appearing in the Appendix. In my original communication with Bruce I made him aware of my book with the Logo appearing below my name in the e-mail. Later I sent him a copy of the article upon which this series of essays is based. If he had contacted others for editorial advice then the reviewers would have been made aware of my book via the citations appearing in the footnotes of the paper. When his essay describing my efforts was published the references to my book became available to his readers. The readers may be teachers, students, researchers, and/or librarians. Bruce’s book may create an announcement of the essay on one or more websites. In turn this may provide a feedback loop to more teachers, students, researchers, and/or librarians. It might even be picked up by one or more of what I call Piggy-back [parasite] Blogs or websites. With a little bit of luck some people may write their own articles and directly or indirectly reference my book.

Please stay tuned for my other experience sharing essays and do offer your own experiences and any comments, or criticisms.


[1] Arnold Reisman received his BS, MS, and PhD degrees in engineering from UCLA and is a registered Professional Engineer in California, Wisconsin, and Ohio. After 27 years as Professor of Operations Research at Case Western Reserve University, Reisman chose early retirement in 1994. During 1999-2003, he was an invited Visiting Scholar in Turkey at both Sabanci University, and the Istanbul Technical University. His current research interests are technology transfer, meta research, and most recently, the history of German-speaking exiled professors starting in 1933 and their impact on science in general and Turkish universities in particular. In this regard Reisman is also researching Albert Einstein’s role in saving Nazi persecuted intellectuals. Reisman is still actively pursuing his lifelong interest in sculpting. He is listed in Who’s Who in America, Who’s Who in the World, American Men and Women of Science, and Two Thousand Notable Americans, and he is a Fellow of the American Association for the Advancement of Science. Among his 200-plus publications in refereed journals and 14 books, Reisman’s most recent book is: TURKEY’S MODERNIZATION: Refugees from Nazism and Atatürk’s Vision. It has received many outstanding pre and post publication reviews.

[2] Bruce Batchelor (2007) Book Marketing DeMystified, Agio Publishing House Victoria BC, Canada, p 33

[3] For those interested in what the scientists have to say about the epidemic theory model please see Brauer F, Castillo-Chavez C: Mathematical Models in Population Biology and Epidemiology. Berlin, Springer Verlag 2001; Diekmann O, Heesterbeek J: Mathematical Epidemiology of Infectious disease. Wiley Series in Mathematical and Computational Biology Chichester, Wiley 2000; Anderson H, Britton T: Stochastic Epidemic models and Their Statistical Analysis. Lecture Notes in Statistics New York, Springer 2000; Bailey NJT: The Mathematical Theory of Infectious Diseases and its Applications. London, Griffin 1975, among others.


In addition to providing this appendix as a listing of the Node designations applied to my own experience of creating the epidemic model, readers of this Blog might benefit from it in more personally significant ways. They can use it as a check-list to enhance their own creativity in brainstorming other ways of using the web to self promote their own book. Clearly there is nothing about my choice of key words that is chiseled in stone. Because the list is not all inclusive the reader can add other dimensions or attributes. This author and the Blog owner of this I’m sure, invite the reader to share their unique experiences and add what has not been included to broaden the knowledge base for everyone. Remember this is not a zero-sum game. We all stand to benefit from each other.

The list

Word of mouth

Announcements of articles


Logo on signature

Chat groups and Blogs


Announcements of articles




Pre-submission queries









Course adoptions





Wikipedia etc

Creating articles
Editing into existing articles

Amazon etc

Key words

Barnes & Noble Books
Indigo Books
Powell’s Books
Data bases


Google Nasdaq
Google Image
Google Scholar
Google Book Search



Piggy-back websites.

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4 Responses to “Essay by Arnold Reisman on “Self Marketing of Books: The Epidemic Theory Model and the WWW””

  1. arnold reisman says:

    Within less than 48 hours this essay was picked up by one of those “parasite” sites and linked to this Blog. See

  2. arnold reisman says:

    Surprisingly other websites had this information within 48 hours. They are:

    History Model A Amazon | The Origin of Wealth, by Eric D. BeinhockerThe Epidemic .Essay by Arnold Reisman on ?Self Marketing of Books: . … marketing using what I have dubbed the WWW enabled Epidemic Theory model approach. …

    Modelling Listing Factors | Web Credibility Factors You Need To …Related: Epidemic Essay Arnold Reisman. In my original communication with Bruce I made him aware of .models will vary according to the Factors considered. …

  3. arnold reisman says:

    The epistemology of the epidemic theory as it applies to this Blog’s posting of book marketing on the web is evolving rapidly. Within less than 72 hours of its posting the “Self Marketing of Books” the following differentiated URLs linking up with it have appeared on the web. To be sure they all derive from a single Blog. Interestingly this Blog caters to the geeks of information science community. Who would have thought?

    Stay tuned.

  4. arnold reisman says:

    And here is a posting catering to History buffs:
    Also within 72 hours

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