A good title is vital: The reason for a change in one book’s title had nothing to with the expectations of the readership. The publisher explained that the book’s title was chosen to make it easy to find in a database search. A book on tribalism, nationalism and globalism is, after all, likely to get a more favourable ranking in an electronic search if the keywords are in the title.
While this conjures up a future where book titles will be tailored to how well they rank in a Google or Amazon search, for the most part the process of naming a book remains more an art than a science.
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