In this paper experiences and results are presented in regard to marketing analyses within the dutch book publishing industry. In the first part a description is given of the general situation of the book publishing industry in Holland and the question raised by a specific publisher in relation to this situation. An indication is given as to which question could be answered and which question could not, due to the limitations of the available historical data. In the second part the ways of analysis of these historical data are discussed and the problems are mentioned encountered in each of these ways. In the last part some general results are presented of the main analyses we carried out on this data so far.