How does an academic publisher identify and reach its intended market? This is especially important when, because of the nature of the publications and a small national market (one university), most of the publications are sold to or exchanged with institutions in northern Europe and America. Also, most of the research, out of which the publications originate, is funded by donor agencies in those countries. The aim of this paper is to discuss how the Institute of Southern African Studies (ISAS) markets and distributes its publications, especially to the developed North. To do so it is necessary to describe briefly how ISAS operates, its publications’ objectives and the clienteles it aims to serve. It is also necessary to assess the marketing strategy.

The Institute of Southern African Studies was established in 1979 to be the research centre of the National University of Lesotho. Its main aim is to promote and coordinate. research on a variety of issues. However, the emphasis is on policy-related and development-oriented research on Southern Africa, and Lesotho in particular.