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Sousa, Sara Vanessa Ferreira de. "Marketing in the publishing industry." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12858.
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Mestrado em MarketingNos dias de hoje, estamos a ver uma série de diferenças nas nossas vidas devido à evolução da tecnologia. Uma delas é que os leitores estão a utilizar cada vez mais dispositivos electrónicos para ler os seus livros favoritos e a comprarem eBooks. Mas continuamos a ver os livros em papel a serem vendidos online ou em livrarias. Por outras palavras, vivemos numa era digital. O propósito desta investigação é saber como é que o marketing digital influencia a indústria das editoras de livros, cujas estão a ter muitos problemas hoje em dia, especialmente a ter uma quebra nas vendas e nos lucros no tempo presente. Este estudo focará mais especificamente nas campanhas de marketing e nos hábitos e preferências dos leitores. É também analisado as percepções dos leitores em relação à forma como adquirem livros e o porquê da frequência de compra dos mesmos, seja esta baixa ou alta. A experiência de compra de livros numa livraria e comprar online é também analisada do ponto de vista dos leitores, ou noutras palavras, clientes. De forma a responder às questões de investigação, a metodologia escolhida para este estudo é utilizado o método quantitativo, visto que é utilizada uma abordagem dedutiva e uma estratégia de utilização de questionários. Isto permite recolher um elevado número de dados com uma margem de erro baixa.Em conclusão, este estudo é útil para as editoras para percebem melhor as preferências, saber as experiências e necessidades dos leitores.
Nowadays, we are seeing a lot of differences in our lives due to the evolution of technology. One of them is that readers are using more and more digital devices to read their favourite books and are buying eBooks. But we continue seeing the traditional books being sold online or in bookshops. In other words, we live in a digital era. The aim of this dissertation is to know how digital marketing influences the publishing industry which is encountering so many problems, especially having a drop in the sales and profits at the present time. More specifically focusing on the marketing campaigns and the readers' habits and reading preferences. This study also analyses the perceptions of the readers regarding the way they buy books and about the rate at which people buy them, independently of whether this is low or high. The experience of buying a book in a bookshop and buying online is also analysed from the point of view of the readers, or in another words, customers. In an attempt to develop this dissertation, the methodology chosen for this study is a quantitative method, due to a deductive approach and using a survey strategy. This allows collecting a large amount of data with a low margin of error. Since the time for the dissertation is short, the study is cross-sectional. In conclusion, this study is useful for the publishers to get to know the preferences, experience and needs of the readers.
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Alt, Rainer, and Martin Franke. "Fit for Digital Publishing." Universität Leipzig, 2018. https://ul.qucosa.de/id/qucosa%3A31861.
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Das Forschungsprojekt „Fit for Digital Publishing“ (FiDiPub) befasst sich mit der Digitalisierung in der sächsischen Kleinverlagsbranche. Anlässlich der 2. FiDiPub-Konferenz „‚Am Anfang war der Content …‘ – Best Practices für die strategische Content-Kuration in der Medien- und Kreativbranche“ am 26.04.2018 an der Leipzig School of Media, die sich mit dem Thema der Content-Kuration auf Produkt-, Marketing- und Managementebene beschäftigt, präsentiert das „Forschungsheft 13“ erste Ergebnisse der Projektinitiative.
Dazu zählt ein Marktüberblick zur deutschen Verlagsbranche in Bezug auf den digitalen Wandel und ein Ausblick auf die Situation in Sachsen und den Raum Leipzig. Ein zweiter Beitrag beschäftigt sich mit dem einjährigen Bestehen des FiDiPub-Newsletters, gibt Impulse hinsichtlich der erfolgreichen Newsletterkampagnen-Gestaltung, erläutert Spezifika und Contentauswahl der FiDiPub-Mailingkampagne und analysiert anhand von Kennzahlen den bisherigen Kampagnenerfolg.:Verlagswesen in Deutschland – Ein Marktüberblick unter Berücksichtigung von Sachsen und des Raums Leipzig
1 Markt für Verlagspublikationen
1.1 Definition des Verlagswesens
1.2 Historische Entwicklung
1.3 Zeitungs-, Zeitschriften- und Buchverlage
2 Digitalisierung im Verlagswesen – Einflussfaktoren und Veränderungen
2.1 Begriffsdefinition „Digitalisierung“
2.2 Branchenunabhängige Einflüsse der Digitalisierung auf die Arbeitswelt
2.3 Digitale Innovationen und deren Auswirkungen auf das Verlagswesen
3 Bestandsaufnahme des deutschen Verlagswesens
3.1 Verlagsbranche im Überblick
3.2 Buchmarkt im Überblick
3.3 Zeitungswesen
3.4 Zeitschriftenbranche
3.5 Unternehmen im Verlagswesen
3.6 Erwerbstätige im Verlagswesen und ihre Einkünfte
4 Sächsische Verlagslandschaft und Verlage in Leipzig
5 Zusammenfassung
Ein Jahr FiDiPub-Newsletter – Impulse für das Newsletter-Marketing und Analyse der projekteigenen Newsletter-Kampagne
1 Einführung
2 Indikatoren eines erfolgreichen Newsletter-Marketings
2.1 Bausteine des Newsletters
2.2 Kennzahlen
3 Strategie des FiDiPub-Newsletters
3.1 FiDiPub-Kommunikationsstrategie
3.2 Content
3.3 Spezifika des FiDiPub-Newsletters
3.4 Kennzahlen
4 Analyse der FiDiPub-Newsletter-Kampagne
5 Fazit
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McCarron, Marina. "Marketing in educational publishing: a case study of textbook sales between competing publishers /." Burnaby B.C. : Simon Fraser University, 2005. http://ir.lib.sfu.ca/handle/1892/2031.
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Young, Heather E. "More than a pretty good book idea: a self-publisher's perspective on development, marketing, and sales /." Burnaby B.C. : Simon Fraser University, 2006. http://ir.lib.sfu.ca/handle/1892/2768.
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Kreidieh, Shereen. "The publishing and marketing of Lebanese children's books in the Arab World." Thesis, Oxford Brookes University, 2015. https://radar.brookes.ac.uk/radar/items/d31319e4-fb3e-4429-b9c4-bb399eee5c45/1.
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The core question this research seeks to answer is: how and why do the publishing and marketing of children’s books in the Arabic-speaking World differ fundamentally from publishing and marketing in larger western children’s books markets? In 2003, the Arab Human Development Report concluded that the Arab book is a “threatened species” (Rogan, 2004). A decade later, this assessment still resonates with Arab book publishers. Sophisticated marketing techniques are still conspicuously absent from the Arabic book publishing industry, and in need of further development. Marketing and market research drives publishing in the West, and advocates the love of books to customers (Squires, 2009, pp. 40-69), (Baverstock, 2008, p: 1), (Bogucki, 2012), (Blythe, 2009, pp. 6-8) while publishing in the Arab World is driven by different priorities. To understand marketing Lebanese children’s literature, given that Lebanon is regarded as the Arab World’s publishing capital exporting 90% of its books, the research employs both qualitative and quantitative methods to collect data, provide a socio-cultural appreciation of the publishing industry, and address the factors affecting book development, customers, and markets. Publishing exists within a framework of influential factors shaping the industry, including legacy publishing houses and family-run publishing houses, mistrust between the different stakeholders in the book chain, and the socio-economic situation in Lebanon and across the Arabic-speaking World. An overview of the Lebanese children’s book publishing houses reflects the traditional methods used to publish and market Lebanese children’s books. Particular attention is given to the crucial role played by book fairs as the key sales channels across the region. A series of surveys demonstrates the importance of picture books for advancing literacy and language capacity among elementary school children as well as creating a love of the Arabic language. The uniqueness of Arab markets is demonstrated when marketing methods used in the UK are applied to the Lebanese market, with variable results. The research highlights the need to further develop marketing mechanisms for Lebanese children’s literature and the need for greater comparative publishing research in the Arabic-speaking World. The research adds to the body of knowledge on Arabic Children’s book, drawing a clear picture of the publishing and marketing of children’s books in Lebanon and across the Arabic-speaking World, offering practical ideas for other Lebanese publishers to work on, and introducing a combination of new methods to understand different players in the book chain process.
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Xu, Yingzi. "Overseas investment in China's publishing market : seeking a successfull entry and marketing strategy /." [St. Gallen] : [s.n.], 2008. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=016430873&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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Noorda, Rachel. "Transnational Scottish book marketing to a diasporic audience, 1995-2015." Thesis, University of Stirling, 2016. http://hdl.handle.net/1893/23088.
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The thesis examines transnational Scottish book marketing to a diasporic audience from 1995 to 2015. The study addresses the research question: what makes marketing of Scottish-interest books from Small to Medium Enterprises (SMEs) in the publishing industry successful transnationally? The data underlying the research comes from semi-structured interviews with members of publishing organisations in Scotland and members of Scottish heritage organisations worldwide, case studies of the marketing histories of economically successful books targeting the diaspora, and narrative rhetorical criticism of the online book blurbs of Scottish-interest books by Scottish publishers. The qualitative results demonstrate that the marketing of Scottish-interest books from SMEs in the publishing industry is successful transnationally when creative relationship marketing through storytelling is emphasised; icons, symbols and narratives from Scotland’s place brand are utilised; and communication of value is targeted to specific subcultures of consumption (like the Scottish diaspora) that transcend national boundaries. Adopting the definition of marketing as the communication of value of a product or service, the study analyses the influencers, characteristics, and participants of that communication. The research impacts those individuals and organisations, particularly Scottish publishing companies, who are involved in the twenty-first century Scottish book trade. The thesis recommends that to reach the diaspora audience, Scottish publishers need to make a more united effort under Publishing Scotland to approach and partner with Scottish heritage organisations; create working relationships with Global Scot (and Scottish Enterprise more generally), Scottish Development International, Visit Scotland, and Event Scotland; and become more involved in tourism events relating to the Scottish diaspora.
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Hamzah, Azizah. "A study of book marketing in publishing houses in Peninsular Malaysia : contexts, practices, problems." Thesis, University of Stirling, 1996. http://hdl.handle.net/1893/3460.
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This study aims to examine and review efforts taken by Malaysian publishing houses towards the marketing of books in the country. In addition, a comprehensive appraisal of the historical background that shaped the later developments in the trade is also presented because the early years set the contexts of the development of the book trade in Malaysia. Next, the environmental appraisal of factors in the current situation and how these factors each pose threats or opportunities are studied in terms of their impact on the trade. To achieve the objective of studying the marketing strategies of Malaysian producers of cultural products, a comprehensive mail-questionnaire survey enforced by personal visitations was conducted as an instrument to gather the necessary data on 49 publishers and distributors of books in Malaysia. The respondents are regular fee-paying members of the Malaysian Book Publishers Association (MABOPA) and also the Malay Book Publishers Association (IKATAN). The findings indicate that production of educational books is the mainstay of Malaysian book publishing and these books are the main source of income for most houses. Government policies especially in the educational system have become the major instrument in encouraging the growth of indigenous book publishing during the post-Independencey ears. The government is thus found to be rather influential on trends developing in the trade. Its actions lay emphasis on locally written and published books and have minimised dependence on imported publications. The other results of this study also show that in terms of usage of marketing research, Malaysian houses generally have a high awareness of marketing and marketing communications. This awareness is generally applied advantageously by most houses. With regard to the study of marketing practices, the approach includes the analysis of the 4Ps of the marketing-mix. When these practices are examined, it is concluded that the houses regard sales promotion, advertising, personal selling and direct mail as important tools and they are utilised continuously. It is concluded that publishing houses, especially among the larger and wellorganised establishments, have a high level of awareness and knowledge of marketing communications and have applied this capability to their advantage. There is however scope for more market-oriented approach among the smaller indigenous houses.
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Almeida, Mariana Rodrigues Montenegro de. "Self-publishing como escolha ativa : como o marketing de ebooks é desenvolvido nesse cenário." Master's thesis, FEUC, 2016. http://hdl.handle.net/10316/32783.
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Dissertação de mestrado em Marketing, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Pedro Marcelo Amado Garcia da Rocha Torres.A tecnologia tem mudado a sociedade e a forma como os negócios são feitos. Essa mudança afetou, entre diversos outros, o mercado de publicações de livros. Surgiram os leitores de livros digitais, conhecidos como ereaders e ebooks, respectivamente, e com isso, mudou a forma como os autores se relacionam, ou não, com editoras e livrarias pelo mundo, além de alterar sua relação com os leitores consumidores. Dessa forma, o presente estudo visa entender como os autores contemporâneos publicam as suas obras, o porquê da escolha do método de publicação independente, sem relações com editoras e impressões em larga escala, além do desenvolvimento do marketing, digital majoritariamente, nesse cenário. Serão realizadas pesquisas qualitativas em forma de entrevistas semi estruturadas com autores para entender as razões por trás de suas escolhas, as ações para divulgação de suas obras e o consequente sucesso, ou não, de seus livros. Por fim, serão analisados padrões de comportamento e sugestão de abordagens para melhores resultados dentro desse mercado.
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McClanahan, Roxanne L. "Study of marketing techniques involving color and texture associations as used in book publishing /." Online version of thesis, 1990. http://hdl.handle.net/1850/11473.
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Azzam, Firdaus Ahmad. "Scholarly publishing in Malaysia : a study of marketing environment and influences on readership behaviour." Thesis, University of Stirling, 1995. http://hdl.handle.net/1893/2172.
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The role of publishing in the development of societies has been crucial, but many still tend to overlook the wider societal impact of publishing and concentrate purely on its direct economic contribution. The aim of this thesis is to draw attention to the wider impact of publishing as an instrument for the betterment of society. In particular the thesis examines the role of marketing in all its aspects in the publishing process at the international, national and industrial level (from inception to completion of publications). The study hopes to shed light on some of the environmental factors which affect publishing in general, publishing in the Malaysian context, and particularly scholarly publishing, which has its own peculiar traits. In order to have a clearer idea of the publishing scenario it is essential first to identify the symptoms; therefore it is important to examine the macro-marketing environment which constitutes the socio-political and commercial envelope in which the publishing industry resides, and then the micro-marketing environment and marketing systems which constitute the local industry level influences and internal company marketing force respectively. Having looked at these aspects of the marketing environment, the research concentrates on the most crucial factor in the success of any business, the buyer. The importance of measuring consumer satisfaction also dictated why the researcher made use of questionnaires for lecturers and students as sources of primary data for this study. Lecturers' roles in marketing books indirectly should not be overlooked by publishers; their unique offering is the special ability to identify and satisfy students' needs, analogous to the role played by doctors in the marketing of pharmaceutical drugs. An investigation is made of consumers' profile (lecturers and students) in order to deduce their reading and buying behaviour, and further in the case of lecturers, writing proficiency. These findings may provide better understanding of the marketing ramifications emanating from the publishing process in general and scholarly publishing in particular. Although libraries are one of the primary customers for scholarly publications, the survey conducted with them was far smaller in scope than those conducted on lecturers and students since they merely act as intermediaries while the latter are the ultimate users of scholarly publications. Scholars and publishers may co-operate happily in the writing and creating of scholarly books, but the publisher faces serious limitations upon his freedom to act purely for the betterment of scholarship. Thus, the focus of this study is how to bridge the gap between dissemination of knowledge through published means and the economics of publishing as a commercial concern. The notion of "social profit" is introduced to help deal with some of the conflicting concerns of scholarly publishers, as well as to argue against the normal argument of "social obligations" put forward by many government publishing agencies and university presses in Malaysia. The study concludes that main factors which determine the present situation of scholarly publishing include the relative infancy of the publishing industry in Malaysia; the small market for publications, in particular scholarly publications; the emphasis on textbook production which has resulted in a dearth of books in other areas; frequent changes of language policy which have damaged publishing programmes in both English and bahasa Melayu; the poor reading habit of the population in general (notwithstanding the high literacy rate); and more distressingly for scholarly publishers, the poor reading habit of students and lecturers; the lack of understanding of the publishing process by people involved in the industry; insufficient numbers of good authors especially those who can write in bahasa Melayu; poor planning and distribution, and above all the absence of reliable and up to date information on the industry. It is hoped that this research will generate interest in this neglected, yet nevertheless important, area which is essential to the development and national well being. An analysis of the marketing environment within the publishing business reveals the problems facing the industry, and suggests that a more appropriate system will be possible only when effective steps are taken to meet the needs of this industry and provide the needed support. This can only be realised by a detailed study to determine the long-term and short-term needs for books and other materials, and the various methods of meeting these needs. It is also important in determining how the industry can be strengthened and expanded to meet future needs. Although government efforts have reflected the awareness of the importance of textbooks in developing and upgrading the standard of education in Malaysia, they have also resulted in some measure in discouraging scholarly publications within the publishing industry. The publishing business in Malaysia deserves greater attention because of the significant position of Malaysia in Asia and ASEAN sub-continent in particular, and the contribution of education to its economic and social development.
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Rosa, José Antônio. "Análise do livro como produto e como negócio no contexto brasileiro atual." Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/27/27154/tde-22122008-133349/.
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Uma visão global sobre a situação da indústria do livro no Brasil e suas tendências e a sugestão de um modelo de atuação empresarial e mercadológico para a atuação das editoras. Examina-se cada etapa do marketing editorial: desenvolvimento do produto, comunicação, vendas e distribuição. Sugestões para agentes de instãncias governamentais ou privadas do fomento da leitura e promoção do livro.This study aims to identify the main international and Brazilian trends of the book publising industry in the context of digital transition; it proposes that the use of marketing fundamental concepts and tools is necessary and inevitable for the creation and consolidation of sustainable organizations in this segment; and it presents a decision and action model that comprehends the most relevant aspects of marketing and communication activities in the editorial area, focusing Brazilizan marketing conditions; and it offers inputs for the promotion and diffusion of the book in the governmental, institutional and business spheres.
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Scupola, Ada. "Internet-based electronic commerce and changing industrial and corporate structures : the case of scientific, technical and medical publishing /." Roskilde : Department of Social Sciences, Roskilde University, 2000. http://hdl.handle.net/1800/463.
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Fayo, Sicelo Nathaniel. "Innovation in post production stage of print Newspaper." Thesis, Nelson Mandela Metropolitan University, 2010. http://hdl.handle.net/10948/1544.
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Print newspapers in South Africa are the oldest formal mode of news and information dissemination but which has come under tremendous pressure with the advent and spread of technological innovation involving information communication infrastructure and processes, but specifically the internet. The main challenge facing print newspapers in terms of circulation growth of print and advertising revenue is speed to market. The internet has not only provided a new avenue for news and information dissemination but has the distinct advantage of tremendous speed to deliver news and information to readers. Meanwhile, print newspapers whose production is still almost entirely dependent on traditional structures, processes and physical mode of delivery are battling to stay afloat as the chase for readers' attention is gaining more ground on digital platforms. This new competition landscape has now cast focus fully on traditional print media‟s production processes competency levels as well as their suitability for the nature of competition posed by digital news platforms. The processes involved in the production of a print newspaper can be described as hybrid (Davis and Heineke. 2005: 220) in that they involve different types of processes at different stages to produce the final product. The focus of this study at Avusa Media (Port Elizabeth) was on the post production processes involving the printing and distribution of printed newspapers with the objective of gaining an understanding of the extent and impact of the information technology advancement in the post production phase of printed newspapers. v In pursuing the goal, the case study research followed a phenomenological paradigm involving exploratory and descriptive research processes as described by Yin (1994) in Collis and Hussey (2003: 69) and Clifford Geertz (1973) in Babbie and Mouton (2005: 272) The research found that the traditional business structure for printed newspapers is increasingly becoming unviable due to poverty of technological innovation in critical parts of the production value chain; namely post production processes that encompass printing and distribution of printed newspapers. The research established and revealed that while there are some technological innovations and advances in the print newspaper publishing industry value chain worldwide, they are not only severely limited and disjointed but are also seemingly moving apart rather than towards consolidation in terms of the speed to market need faced by print newspaper publishers.
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Vaněk, Jiří. "Podpora marketingu pomocí sociálních sítí." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-261986.
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The goal of the diploma thesis "Support of marketing through social networks" is to pro-vide an overall series of recommendations for editorial staff of magazines and similar journals how to proceed in communication on social networks. Afterwards, these recom-mendations are applied to a specific title, Exclusive magazine. The practical part contains an introduction and analysis of communication on social networks. Based on the analysis of communication magazine Exclusive, and an analysis of the competition is designed a proposal of how to improve the use of social networks in the communication mix of the mentioned journal. The theoretical part describes the possibilities of online marketing and online PR with a focus on social media and networks.
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Rodgers, Shelly. "Predicting sponsorship effects in E-newspapers using the sponsorship knowledge inventory /." free to MU campus, to others for purchase, 2000. http://wwwlib.umi.com/cr/mo/fullcit?p9988697.
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Larsson, Lovisa, and Nicole Scherdin. "Think like a brand, act like a publisher : En kvalitativ studie om rörligt material som en del av egenproducerad content marketing." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172707.
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Som ett resultat av digitaliseringen har dagens konsumenter blivit allt svårare att nå via traditionella marknadsföringsmetoder. Som följd av detta måste företag hitta nya strategier för att effektivt nå ut till sin målgrupp. Företagen måste skapa innehåll som attraherar konsumenten till att självmant ta del av den - utan att upplevas som påträngande. Detta fenomen kallas content marketing. Med sitt ursprung i content marketing har begreppet brand publishing vuxit fram som en uppgraderad och effektiviserad version där marknadsföringen skapas internt genom journalistiska principer. Syftet med denna studie är att analysera användningen av egenproducerat rörligt material som en del av content marketing hos företag i Umeåregionen. Detta för att vidare bedöma efterfrågan av att implementera egenproducerat rörligt material i deras marknadsförings- strategi. Utifrån detta ges praktiska rekommendationer till ICT-företag verksamma inom media- och underhållningsbranschen i form av förslag på nya potentiella kundsegment. För att uppfylla syftet har vi genom en kvalitativ studie intervjuat sakkunniga inom olika branscher i Umeåregionen. Vi har genomfört sju stycken semistrukturerade intervjuer som transkriberats och sammanställts. Den teoretiska referensramen har sedan ställts i relation till empirin i en analys som utgått från studiens huvudsakliga teman: Content marketing, brand publishing och rörligt material som innehållsformat. Utifrån detta har vi lyckats besvara forskningsfrågan: “Hur nyttjar och värderar lokala företag egenproducerad content marketing i form av rörligt material i sin marknadsföring?”. Studiens resultat visar på att det finns en efterfrågan bland deltagande respondenter att implementera egenproducerat rörligt material i marknadsföringsstrategin, samt att det till viss del redan nyttjas. Den största anledningen till varför respondenterna inte redan har implementerat strategin är på grund av avsaknad av resurser i form av kunskap, tid och likvida medel. Av teorin att döma är brand publishing en strategi som kan implementeras på alla typer av företag - oberoende av storlek och företagsform. Utifrån vår empiri att döma, lämpar sig dock strategin bäst för företag som riktar sig mot konsumenter där behovet av att tränga igenom perceptionsfiltret är större i och med den nya digitala köpprocessen.
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Meilūnaitė, Vaišvilienė Alina. "Influence of advertising on customer in book market." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20100527_135200-04112.
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Paper represents the research of influence of advertising and its results. The research was conducted in two stages: an experiment to evaluate influence of advertising, trademark, and other factors on the choice of books, and a research to interpret the obtained data – influence of advertising was interpreted in the context of respondents’ experience, system of influence of advertising in book market was established, factors differentiating influence of advertising were singled out. The research also analyses theories of advertising influence and estimates the relation between advertising and book business. Theories of the influence of advertising fall into four groups. From theories of market response that bring no transitional effects it is proceeded to theories of persuasion. The relation of advertising and individual experience, and advertising and information was looked into in the framework of publicity and experience. In the second part, book advertising theory was analysed, preceding scientific research and approach to advertising in scientific research of publishing sector were studied, and market research conducted in various countries were analysed to estimate the relation between advertising and book business. Theoretical part of the investigation addresses traits of book market that shape communication of advertising, and subjects of book advertising are estimated from the point of view of influence.Disertacijoje nagrinėjama reklamos ir knygų verslo sąveika, nustatomi knygų reklamos poveikio vartotojui būdai, išskiriami poveikį diferencijuojantys faktoriai. Išnagrinėjus reklamos poveikio teorijas, nustatomi bendrieji reklamos poveikio principai. Reklamos poveikio teorijos suskirstytos į keturias teorijų grupes, – nuo rinkos atsako teorijų, kurios neturi pereinamųjų efektų, pereinama prie įtikinimo teorijų, kurių ribose ilgą laiką plėtotos racionalaus poveikio teorijos buvo peržiūrėtos emocinio poveikio aspektu. Populiarinimo ir patirties teorijų ribose apsvarstytas reklamos ir informacijos, reklamos ir individo patirties santykis. Siekiant įvertinti reklamos ir knygų verslo sąveiką, analizuota knygų reklamos teorija, nagrinėti mokslo darbai, tyrę knygų reklamos ir rinkodaros klausimus, rinkos tyrimai. Teoriniame tyrime svarstomi knygų rinkos bruožai, formuojantys reklamos komunikaciją, poveikio aspektu nagrinėjami knygų reklamos objektai. Reklamos poveikio tyrimas buvo vykdomas dviem etapais, – pirmajame etape atliktas eksperimentas, kurio metu buvo vertinama reklamos, prekės ženklo ir kitų faktorių įtaka knygų pasirinkimui; antrajame etape atliktas tyrimas gautiems duomenims paaiškinti – reklamos poveikis išnagrinėtas individo patirties kontekste, nustatyta reklamos poveikio sistema knygų rinkoje, išskirti reklamos poveikį diferencijuojantys veiksniai.
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Meilūnaitė, Vaišvilienė Alina. "Reklamos poveikis vartotojui knygų rinkoje." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20100527_135215-86896.
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Disertacijoje nagrinėjama reklamos ir knygų verslo sąveika, nustatomi knygų reklamos poveikio vartotojui būdai, išskiriami poveikį diferencijuojantys faktoriai. Išnagrinėjus reklamos poveikio teorijas, nustatomi bendrieji reklamos poveikio principai. Reklamos poveikio teorijos suskirstytos į keturias teorijų grupes, – nuo rinkos atsako teorijų, kurios neturi pereinamųjų efektų, pereinama prie įtikinimo teorijų, kurių ribose ilgą laiką plėtotos racionalaus poveikio teorijos buvo peržiūrėtos emocinio poveikio aspektu. Populiarinimo ir patirties teorijų ribose apsvarstytas reklamos ir informacijos, reklamos ir individo patirties santykis. Siekiant įvertinti reklamos ir knygų verslo sąveiką, analizuota knygų reklamos teorija, nagrinėti mokslo darbai, tyrę knygų reklamos ir rinkodaros klausimus, rinkos tyrimai. Tyrime svarstomi knygų rinkos bruožai, formuojantys reklamos komunikaciją, poveikio aspektu nagrinėjami knygų reklamos objektai. Reklamos poveikio tyrimas buvo vykdomas dviem etapais, – pirmajame etape atliktas eksperimentas, kurio metu buvo vertinama reklamos, prekės ženklo ir kitų faktorių įtaka knygų pasirinkimui; antrajame etape atliktas tyrimas gautiems duomenims paaiškinti – reklamos poveikis išnagrinėtas individo patirties kontekste, nustatyta reklamos poveikio sistema knygų rinkoje, išskirti reklamos poveikį diferencijuojantys veiksniai.Paper represents the research of influence of advertising and its results. The research was conducted in two stages: an experiment to evaluate influence of advertising, trademark, and other factors on the choice of books, and a research to interpret the obtained data – influence of advertising was interpreted in the context of respondents’ experience, system of influence of advertising in book market was established, factors differentiating influence of advertising were singled out. The research also analyses theories of advertising influence and estimates the relation between advertising and book business. Theories of the influence of advertising fall into four groups. From theories of market response that bring no transitional effects it is proceeded to theories of persuasion. The relation of advertising and individual experience, and advertising and information was looked into in the framework of publicity and experience. In the second part, book advertising theory was analysed, preceding scientific research and approach to advertising in scientific research of publishing sector were studied, and market research conducted in various countries were analysed to estimate the relation between advertising and book business. Theoretical part of the investigation addresses traits of book market that shape communication of advertising, and subjects of book advertising are estimated from the point of view of influence.
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Cain, Lara Anne. "Reading Culture: the translation and transfer of Australianness in contemporary fiction." Queensland University of Technology, 2001. http://eprints.qut.edu.au/15785/.
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The dual usage of &171;reading&171; in the title evokes the nature of this study. This thesis will analyse the ways in which people &171;reading&171; (make sense of/produce) images of culture as they approach translated novels. Part of this analysis is the examination of what informs the &171;reading culture&171; of a given community; that is, the conditions in which readers and texts exist, or the ways in which readers are able to access texts. Understanding of the depictions of culture found in a novel is influenced by publicity and promotion, educational institutions, book stores, funding bodies and other links between the reading public and the production and sale of books. All of these parties act as &171;translators&171; of the text, making it available and comprehensible to readers. This thesis will make use of a set of contemporary Australian novels, each of which makes extensive use of Australianness and Australianisms throughout its narrative. The movement of these texts from their cultures of origin towards wider Australia, the United Kingdom and France will provide the major case studies. The thesis will assert that no text is accessed without some form of translation and that the reading positions established by translators are a powerful influence on the interpretations arrived at by readers. More than ever, in the contemporary reading environment, the influence of the press and other &171;translators&171; is significant to the ways in which texts are read, and to perceptions held by readers of the culture from which a novel originates.
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Kyšáková, Lenka. "Návrh opatření pro zvýšení prodejnosti Třebíčského deníku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2007. http://www.nusl.cz/ntk/nusl-221496.
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On the basis of a performed research, the master's thesis offers suitable measures, which should lead to more efficient sales of Třebíč daily newspaper. The theoretical knowledge is applied to a real situation of the chosen company. The practical part then analyses the results of the performed marketing research and presents arising proposals.
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Орлова, А. О., and A. O. Orlova. "Нейромаркетинг как инструмент продвижения книжных изданий : магистерская диссертация." Master's thesis, б. и, 2020. http://hdl.handle.net/10995/94042.
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Магистерская диссертация посвящена исследованию применения интстументов нейромаркетинга в продвижении книжных изданий. Цель проводимого исследования – проанализировать эффективность использования нейромаркетинга в продвижении книжных изданий. Объектом исследования выступает книжный маркетинг. Предметом исследования являются особенности использования нейромаркетинга в продвижении книжной продукции. Магистерская диссертация «Нейромаркетинг как инструмент продвижения книжных изданий» состоит из введения, двух глав, заключения и библиографического списка, включающего 49 наименований. В первой главе диссертации приведены определения нейромаркетинга, рассмотрены основные методы нейромаркетенговых исследований, рассмотрены основные инструменты воздействия на сознания потребителя. Во второй главе рассмотрены книжные магазины мира на предмет использования в них нейромаркетинговых инструментов. Для определения эффективности использования инструментов нейромаркетинга в офлайн-магазинах Екатеринбурга был проведен опрос покупателей, результаты которого представлены также во второй главе. Выявленные инструменты нейромаркетинга в книжных магазинах соотнесены с данными опроса потребителей, на основе чего сделаны выводы об эффективности конкретных приемов в точках продажи книг. Результаты исследования могут быть использованы для дальнейших научных разработок по данной и смежным темам.The master's thesis is devoted to the study of the use of neuromarketing tools in the promotion of book publications. The purpose of the study is to analyze the effectiveness of the use of neuromarketing in the promotion of book publications. The object of research is book marketing. The subject of the study is the use of neuromarketing in the promotion of book products. The master's thesis "Neuromarketing as a tool for promoting book publications" consists of an introduction, two chapters, a conclusion and a bibliographic list, including 49 items. In the first chapter of the dissertation, definitions of neuromarketing are given, the main methods of neuromarketing research are examined, and the main tools for influencing consumer consciousness are considered. The second chapter discusses bookstores in the world for the use of neuromarketing tools in them. To determine the effectiveness of using neuromarketing tools in offline stores in Yekaterinburg, a survey of buyers was conducted, the results of which are also presented in the second chapter. The identified neuromarketing tools in bookstores are correlated with consumer survey data, on the basis of which conclusions are drawn about the effectiveness of specific techniques at point-of-sale books. The results of the study can be used for further scientific development on this and related topics.
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Nanny, Pia. "Vooruitsigte van die Afrikaanse tydskrifmark : die lewenskragtigheid van Afrikaans, en hoe dit manifesteer in die lewenskragtigheid van Afrikaanse tydskrifte oor die korttermyn." Thesis, Stellenbosch : Stellenbosch University, 2007. http://hdl.handle.net/10019.1/20883.
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Assignment (MPhil)--University of Stellenbosch, 2007.ENGLISH ABSTRACT: After South Africa’s transition to democracy in 1994, many Afrikaans-speaking people were worried that their language might not survive, especially in a country where English became the accepted lingua franca. However, since 1999 a large number of Afrikaans magazines have entered the market. Publishers and marketers have realized the magazine-reading Afrikaans market is affluent and willing to use their spending power to read their language. Contrary to Afrikaans, the other indigenous languages have not proven themselves to be as marketable. Even though these languages are spoken by the biggest part of the South African population, they are mainly used in the speakers’ private spheres. In a country where most Afrikaans speaking people are bilingual and many South Africans are able to understand English, the question is: Why has Afrikaans not followed the same route as the other indigenous languages, and might it still go that way if its future is left to be determined by market influences? The focus of this study is on the origin and the development of the Afrikaans publishing market, with specific emphasis on magazines. Afrikaans’ position in the community and the economy of the Afrikaans magazine market will also be discussed. The study aims to answer the question: Is it still economically viable to publish in Afrikaans and what are the Afrikaans magazine publishing market’s prospects for the next five to ten years. The researcher comes to the conclusion that it is still very profitable to publish Afrikaans magazines. A publication’s success will be determined by whether it satisfies a need, whether it has a sound business model and whether advertisers are willing to use the publication as an advertising medium. It is up to magazines to convince advertisers to advertise in Afrikaans or to be willing to accept English ads. The less affluent Afrikaans-speaking market could be considered a future market for magazine publishers.
AFRIKAANSE OPSOMMING: Kort ná Suid-Afrika se oorgang na demokrasie in 1994 het onder Afrikaanssprekendes kommer ontstaan dat hul taal sou verdwyn, veral toe Engels as die algemene gebruikstaal in die openbare sfeer na vore getree het. Die getal Afrikaanse tydskrifte op die Suid-Afrikaanse mark het egter sedert 1999 toegeneem. Uitgewers en bemarkers het besef die Afrikaanssprekende tydskrifmark is welvarend en Afrikaanssprekendes is bereid om hul koopkrag te gebruik om hul te taal te lees. In teenstelling met Afrikaans het die ander inheemse tale nie dieselfde bemarkbaarheid getoon nie. Hoewel die tale ’n aansienlike moedertaalbasis het, word dit grotendeels in die sprekers se private sfere gebruik. In ’n land waar die meeste Afrikaanssprekendes tweetalig is en ’n groot persentasie van die bevolking Engels magtig is, is die vraag waarom Afrikaans nie dieselfde roete gevolg het as die ander inheemse tale nie en of dit dalk nog daardie roete sal volg indien sy voortbestaan aan markkragte oorgelaat word. Die fokus van hierdie navorsing is op die Afrikaanse tydskrifbedryf – die ontwikkeling en groei van die Afrikaanse tydskrifmark en die ontstaan van nuwe Afrikaanse titels. Die fokus is dus terselfdertyd onvermydelik ook op Afrikaans se posisie in die samelewing. Laastens is die fokus op die ekonomie van die Afrikaanse tydskrifbedryf. Dit is steeds ’n sake-onderneming, en moet dus winsgewend wees. Die studie wil dus vasstel watter faktore ’n rol speel in die lewenskragtigheid van die Afrikaanse uitgewersbedryf. Die sentrale navorsingsvraag is: Is dit steeds ekonomies lewensvatbaar om in Afrikaans te publiseer, en wat is die Afrikaanse uitgewersmark se vooruitsigte vir die volgende vyf tot tien jaar? Die studie kom tot die gevolgtrekking dat dit tans baie voordelig is om in Afrikaans te publiseer. ’n Publikasie se oorlewing sal egter afhang van of dit ’n behoefte onder lesers bevredig, van ’n goeie sakemodel en veral die bereidwilligheid van adverteerders om die tydskrif as advertensiemedium te gebruik. Die onus rus op die tydskrifbedryf om óf die adverteerders te oortuig om Afrikaanse kopie te skep óf bereid te wees om ter wille van die ekonomiese oorlewing van die produk Engelse advertensies te aanvaar. Die studie bevind ook dat die minder welvarende Afrikaanssprekende bevolking as ’n toekomstige mark beskou kan word en tydskrifte kan daar moontlik na die sukses van koerante kyk.
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Santos, Cátia Susana Amaral dos. "Book cover trends in American young adult literature." Master's thesis, Universidade de Aveiro, 2014. http://hdl.handle.net/10773/12888.
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Mestrado em Estudos EditoriaisAlthough teenagers are taught to never judge a book by its cover, studies have shown that many teens do in fact make their reading decisions based on a book’s cover art (Jones, 2007; Yampbell, 2009). In this context, I considered it important to conduct a visual analysis of young adult book covers to determine trends in terms of imagery, colours and typography. To do so, I analyzed a selection of 50 books drawn from the list put out in 2014 by the Young Adult Library Services Association (YALSA) naming the Best Fiction for Young Adults, and I reached some interesting conclusions. In terms of imagery, the human body is the most predominant motif, in particular the fragmented body with the focus on the upper part of body, such as the face and the eyes. Including body pictures in a book cover is an effective marketing strategy since teenagers tend to create a personal relationship with protagonists. However, this practice can also objectify the human body and strengthen the idea that it can be manipulated (as it is, both by the designer and the reader). In terms of colours, it was hard to establish a trend since colour seems to be used at random in the book covers analyzed. However, it was possible to determine that black is by far the most used colour. Black can make a cover appear sleek and sophisticated and also makes the book appealing to both male and female readers because black is liked by both sexes. Lastly, in terms of typography, I determined that sans serif typefaces are the most used. Although decorative typefaces are the ones generally used in book covers, the cleanness, simplicity and apparent neutrality of a sans serif type proves to be the best choice for these covers as it creates a balance with the emotionalizing nature of its images and colours.
Desde crianças que ouvimos dizer que não devemos julgar um livro pela capa, mas a verdade é que muitos adolescentes fazem as suas escolhas de leitura com base nas capas dos livros (Jones, 2007; Yampbell, 2009). Neste contexto, considerei importante levar a cabo uma análise visual de capas de livros para adolescentes com o objetivo de encontrar tendências em termos de imagens, cores e tipografia. Para tal, analisei uma seleção de 50 livros da lista “Best Fiction For Young Adults” lançada em 2014 pela Young Adult Library Services Association (YALSA). Em termos de imagens, conclui que o corpo humano é o símbolo mais prevalente, em particular o corpo fragmentado focado na parte superior do corpo, isto é, a cara e os olhos. A inclusão de imagens corporais na capa de um livro é uma estratégia de marketing bastante efetiva, uma vez que os adolescentes tendem a criar uma relação pessoal com os protagonistas. Contudo, esta prática pode também transformar o corpo humano num objeto e fortalecer a ideia de que este pode ser manipulado, tanto pelo designer como pelo leitor. Em termos de cores, foi difícil estabelecer uma tendência, já que nas capas analisadas, a cor parece ser utilizada de forma aleatória. No entanto, foi possível concluir que o preto é sem dúvida a cor mais utilizada. O preto torna a capa mais elegante e sofisticada e torna o livro apelativo tanto para homens como para mulheres, uma vez que o preto é uma cor apreciada por ambos os sexos. Por último, em termos de tipografia, conclui que as fontes sem serifa são as mais utilizadas. Embora as fontes decorativas sejam geralmente as mais usadas em capas de livros, a simplicidade e aparente neutralidade de um tipo de letra sem serifa torna-se na melhor escolha para estas capas, uma vez que cria um balanço com a natureza mais emocional das suas imagens e cores.
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Wiart, Louis. "La prescription littéraire sur les réseaux socionumériques de lecteurs." Thesis, Sorbonne Paris Cité, 2015. http://www.theses.fr/2015USPCD091/document.
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L’apparition des réseaux socionumériques de lecteurs au tournant des années 2000, liée au développement du web social et aux innovations technologiques qui traversent l’industrie du livre, renouvelle les moyens par lesquels les lecteurs accèdentaux informations sur les oeuvres littéraires et en diffusent autour d’eux. Goodreads, aNobii, Shelfari, LibraryThing, Babelio, BdGest, Booknode, Critiques Libres, Entrée Livre, Lecteurs, Libfly, Livraddict, Lecture Academy, MyBoox et beaucoup d’autres plateformes dédiées à la critique de livres sont devenues des lieux incontournables de prescription littéraire. Cette thèse analyse la contribution des réseaux socionumériques de lecteurs à la prescription littéraire, à travers une approche inter‐dimensionnelle destinée à saisir les conditions de l’offre et de la demande de prescription sur Internet. D’un point de vue empirique, l’observation des sites, la réalisation d’entretiens, la diffusion d’un questionnaire et le recueil de traces d’usage, constituent autant de techniques qui nous permettent de recueillir les données nécessaires à la réalisation de l’étude. À l’arrivée, nous mettons au jour les logiques de sociabilité et les modes d’utilisation privilégiés par ces services numériques. Les stratégies, les modes de fonctionnement, les trajectoires de développement et les modèles de valorisation économique qui caractérisent les acteurs engagés sur ce secteur d’activité sont également analysés. En outre, nous portons un éclairage sur les profils et les usages des internautes qui fréquentent les réseaux socionumériques de lecteurs. Enfin, nous interrogeons leurs effets sur la visibilité en ligne des oeuvres littérairesThe emergence of book social networks during the 2000s, linked to the development of social media and technological innovations in the publishing industry, renews the means by which readers access information about books and share it withothers. Goodreads, aNobii, Shelfari, LibraryThing, Babelio, BdGest, Booknode, Critiques Libres, Entrée Livre, Lecteurs, Libfly, Livraddict, Lecture Academy, MyBoox and many other platforms dedicated to book reviews have become key places of literaryprescription. This thesis analyzes the contribution of book social networks to the literary prescription, through an inter‐dimensional approach that allows us to understand the conditions of supply and demand of prescription on Internet. From an empirical point of view, we observed the websites, conducted interviews, distributed a questionnaire and collected traces of use to gather the data needed to conduct the study. Firstly, we identify the logics of sociability and the usage patterns of these digitalservices. Strategies, modes of operation, trajectories of development and business models that characterize the actors involved in this sector are also analyzed. In addition, we study the profiles and uses of people who visit book social networks. Finally, wequestion the effects of these networks on the online visibility of literary works
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Žemaitytė, Vilma. "Rėmimas leidyklų rinkodaros strategijose." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2005~D_20081203_180303-83202.
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Magistro darbo objektas – rėmimo elementai leidyklų rinkodaros strategijose. Darbo tikslas – išanalizuoti, kaip ir kokius rėmimo elementus savo veikloje pritaiko 5 didžiausios Lietuvos leidyklos. Pagrindiniai darbo uždaviniai: pateikti teorinį rėmimo modelį; išsiaiškinti, kokie rėmimo komplekso elementai naudojami leidyklų rinkodaros strategijose; ištirti, kaip rėmimo elementai išnaudojami leidyklų interneto svetainėse, apžvelgti kokie rėmimo elementai naudojami leidyklų prekybos vietose ir išanalizuoti leidyklų organizacinę struktūrą. Naudojantis dokumentų analizės, sintezės, apibendrinimo ir lyginimo metodais, prieita prie išvados, kad po nepriklausomybės atkūrimo Lietuvos leidybos rinkoje pradėtos taikyti rinkodaros strategijos. Leidyklos, kaip specifinės komercinės įmonės, greta pelno siekimo neretai turinčios dar ir švietimo, kultūros bei kitų socialinių tikslų, turi pritaikyti universalius rinkodaros elementus savo veikloje, nes rinkoje, šio produkto pateikimas ir pozicionavimas skiriasi nuo kitų gaminių pateikimo. Kai Lietuvos leidybos rinkoje pasiūla viršijo paklausą, leidėjai pradėjo ieškoti būdų kaip parduoti savo produkciją. Visų pirma, jie pradėjo komunikuoti su esamais ir potencialiais skaitytojais, t. y. taikyti ketvirtąjį rinkodaros elementą – rėmimą. Rėmimas apima visus leidėjo naudojamus būdus pranešti pasauliui apie naują knygą ir padaryti taip, kad žmonės ją pirktų. Atlikus leidyklų rėmimo strategijų tyrimą, galima daryti išvadą, jog rėmimas yra taikomas 5... [toliau žr. visą tekstą]After the independence in the business of Lithuania, like in the publishing market, were introduced marketing strategies. Publishing companies are specific commercial companies. They seek not only profit, but enlightenment, culture and other social aims. Publishing companies for this reason use universal marketing mix. When supply overran demand, publishers began to seek ways how to sell the books. Publishers had to begin to communicate with existing and potential readers. Communication process works with forth marketing element – promotion. Promotion involves all publishers using modes to announce of a new book and to stimulate to buy it. Analysis of promotion elements of publishing companies in the marketing strategies is not studied object until now. In this work is discussing using of promotion mix in the publishers practice. Theoretic using model of promotional elements is analyzing as well. The object of the work is promotion elements. The purpose is to analyze how and which promotion elements are using in the practice of five biggest Lithuanians publishers. In this work are using theoretic (analysis, synthesis, generalization, comparative) and empirical (observation, interview, analysis documents) methods. Before choosing promotion elements and means publishing company should have aims, segment of readers, strategy and budget for promotion expense. Analyzing websites, doing observation in the store, communicating with employees of publishing companies, obviously that... [to full text]
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Shavlik, Melissa Ann. "The Immortal Life of Henrietta Lacks: How a Best-Seller Diffused Online." PDXScholar, 2011. https://pdxscholar.library.pdx.edu/open_access_etds/153.
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This study describes how information spread on the internet by examining diffusion, framing and source use surrounding coverage of the 2010 best-selling book, The Immortal Life of Henrietta Lacks. The book presented a rare opportunity to view how a story about science, discovery and race became a best-seller within weeks after its publication. Through a mixed-methods and case study approach, the author examines patterns of coverage using Google Alerts that traced the book's online coverage in the first six months of its release. The author found that online information clustered around several themes with the most prominent describing aspects of science and scientific discovery, followed by the book's characterization as a "best seller" or "good read." Another recurring theme centered on issues surrounding exploitation in human research. In addition, the study reveals that sources who "set the frame" for coverage were most likely to be media figures, including Oprah Winfrey, Alan Ball and HBO films, in addition to newspapers and individual journalists and science writers. By examining the relationship of online frames with sources, the author found that a diversity of frames is paired with key sources: that is, multiple themes co-occur with source mentions, although the themes may not have been generated by the sources themselves. Rather, sources are linked to narrative frames by others who generate online coverage. The author concludes that, while key sources initially set a message's frame, once diffused, the message may take on other qualities.
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Ильницкая, Е. Н., and E. N. Ilnitskaya. "Особенности продвижения краудфандингового проекта в сфере книгоиздания : магистерская диссертация." Master's thesis, б. и, 2020. http://hdl.handle.net/10995/94038.
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В данной работе изучена специфика краудфандинга в сфере книгоиздания, а также описаны особенности продвижения краудфандингового издательского проекта. Объект настоящей магистерской диссертации – краудфандинговый проект на переиздание архитектурного путеводителя по Екатеринбургу. Предметом исследования являются способы продвижения, использованные в проекте краудфандинга. Магистерская диссертация состоит из введения, двух глав, заключения, библиографического списка, включающего 141 наименования. В первой части магистерской диссертации исследованы понятие, виды и преимущества краудфандинга, описаны особенности краудфандинга в сфере книгоиздания, а также перечислены основные способы продвижения проектов. Во второй части исследования подробно описаны все этапы создания краудфандингового проекта на переиздание путеводителя по Екатеринбургу, перечислены способы его продвижения. Благодаря статистическим данным дана оценка эффективности тех способов, результаты которых можно отследить и зафиксировать. Также были подведены итоги исследуемого проекта. Данная работа может послужить источником для других исследований, в том числе для сравнения эффективности кампаний по продвижению краудфандинговых проектов, что приведет к качественному и полному изучению данной темы.In this paper, we studied the specifics of crowdfunding in the field of book publishing, and also described the features of promoting a crowdfunding publishing project. The object of this master's thesis is a crowdfunding project to reprint the architectural guide to Yekaterinburg. The subject of the research is the promotion methods used in the crowdfunding project. Master's thesis consists of introduction, two chapters, conclusion, bibliography, which includes 141 titles. The first part of the master's thesis explores the concept, types and advantages of crowdfunding, describes the features of crowdfunding in the field of book publishing, and also lists the main ways to promote projects. The second part of the study describes in detail all the stages of creating a crowdfunding project for the reissue of a guide to Yekaterinburg, lists ways to promote it. Thanks to statistical data, an assessment is given of the effectiveness of those methods, the results of which can be tracked and recorded. The results of the research project were also summed up. This work can serve as a source for other studies, including comparing the effectiveness of campaigns to promote crowdfunding projects, which will lead to a qualitative and complete study of this topic.
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Šedivý, Jan. "Nová média v komunitní komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-19206.
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Opening part of this paper is dedicated to the ongoing shift in social communication paradigm. An introduction to the subject of new media, web 2.0 concepts and social network sites phenomenon is followed by a discussion of integration possibilities of particular web 2.0 services. Some concerns about privacy, security, legislative framework and general openness of such system are discussed afterwards. A real case study of community virtualization process is introduced in the second part of this thesis. The case takes place in community of local non-profit club of youth and children. First, it is carried out an analysis of the communication receiver groups and the message types. We also describe the ongoing project of launching a new web site (made from several integrated web 2.0 services) and partial results of pilot implementation. Finally, the plan of the next integration steps is designed.
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Baverstock, Alison Mary. "How books became less 'different' : an exploration of the rise of marketing within the publishing industry 1980-2010, and consideration of how this not only changed the business model, but impacted on the role of the author : with consideration of the likely associated implications of these developments in future." Thesis, Oxford Brookes University, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.564133.
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Moyo, Chelesani. "A critical history of the rise and fall of the first ever independently owned Matabeleland publication in Zimbabwe : the case of The Southern Star." Thesis, Rhodes University, 2014. http://hdl.handle.net/10962/d1013273.
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This research is premised on the understanding that alternative forms of media emerge to deal with specific ideological projects and, as such, must be seen as satisfying a specific need at a specific point in time. Using the case of a weekly newspaper, The Southern Star which was in circulation from January 2012 to June 2012, this study sought to understand the factors that led to the establishment of the newspaper, what it sought to achieve, how it went about putting that into practice, its message in relation to debates emanating from the ‘Matabeleland Question’ and also the factors that led to the its collapse. In order to address my research questions, I adopted a two stage research design qualitative content analysis and semi structured in depth interviews. In locating the study within the qualitative epistemic understanding of research, it was clear from the qualitative content analysis of 13 editions of the publication and in depth interviews held with 15 respondents that the newspaper was set up with the aim of serving a marginalised section of the population (in this instance the Ndebele) by providing them with a platform to articulate issues affecting them. It also sought to ‘speak’ the ‘unspoken’ within the mainstream media by focusing on Matabeleland identity politics. It achieved this by creating content around the Gukurahundi genocide, Matabeleland development, Matabeleland history and Matabeleland heroes. The newspaper also sought to emancipate the people from the South by advocated for social, cultural, economic and political justice as a resolution to the ‘Matabeleland Question’. However, the newspaper failed to sustain operations due to lack of advertising revenue. As a result of the constraining political environment in which the newspaper operated, potential advertisers were afraid of placing advertisements in the newspaper because of the nature of the content produced, which in view of Zimbabwe’s rival ethnic history, could easily be labelled ethnically divisive. Also, being a new player in the market worked to their disadvantage as prospective advertisers opted to place their adverts in “tried and tested” publications (Zimpapers and Alpha Media Holdings). Additionally, because of poor management, roles were not clearly defined and hence the newspaper failed to operate as a business enterprise. As noted during interviews with junior reporters, there was little or no experience at management level. The paper lacked a coordinated circulation strategy and from inception, was never officially launched, which resulted in the failure to reach significant audiences.
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Stanke, Maria Helena. "Boktrailern : varför marknadsföra text med ljud och bild?" Thesis, University West, Department of Economics and IT, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-2607.
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Syftet med den här uppsatsen är att introducera boktrailern som fenomen och marknadsföringsmetod. Likheter mellan boktrailern, bokomslaget och filmtrailern undersöks för att ge en bild av hur en "typisk" boktrailer ser ut och vilka funktioner den kan tänkas ha. Uppsatsen utforskar även boktrailerns möjligheter att nå ut till olika målgrupper i olika åldrar, samt pekar på svårigheter med att definiera en målgrupp. Ungdomslitteratur och fantasygenren kopplas samman med boktrailern och exempel ges på hur författare och förlag kan skapa relationer till läsare via Internet. Generella riktlinjer ges för vad som bör tänkas på för att tilltala flest potentiella läsare när en boktrailer används eller utformas. Boktrailerns förmåga att nå ut till unga, motvilliga läsare, som slutat läsa till fördel för bildbaserade berättarformer såsom filmer och datorspel, utforskas. Slutsatsen framhåller fördelarna med att marknadsföra böcker med ljud och bild.
The purpose of this paper is to introduce the book trailer as a phenomenon and method of marketing. Similarities between the book trailer, the book cover and the movie trailer are examined to show how a "typical" book trailer looks and what functions it possibly has. The paper also explores the book trailer’s prospects of reaching different audiences in different age groups. It also points to difficulties in defining an audience. Young adult literature and the fantasy genre are linked to the book trailer and examples are given on how authors and publishers can establish relationships with readers through the Internet. General guidelines are given for what should be considered to appeal to as many potential readers as possible when a book trailer is being used or designed. The book trailer's ability to reach young, reluctant readers, who have given up on reading to the benefit of image based storytelling like movies and computer games, are explored. The conclusion highlights the advantages of promoting books with audio and video.
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Roscoe, Barnes III. "F F Bosworth : a historical analysis of the influential factors in his life and ministry." Thesis, University of Pretoria, 2009. http://hdl.handle.net/2263/26869.
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The purpose of this study is to explore the life history of Fred Francis Bosworth (1877-1958) and critically analyze the influential factors that may have contributed to his success as a famous healing evangelist. It seeks to answer the question, “How did he develop from a small-town farm boy into a famous healing evangelist and Pentecostal pioneer?” Using the historical case study method as the research design, the study employs a variant of Social Cognitive Career Theory (SCCT), which suggests that a person's career choice can be determined by his or her self-efficacy beliefs and expected outcomes. Self-efficacy comes from past performances, various learning, social support and one's reaction to barriers. The aim of the study is to determine how Bosworth's childhood and adolescent experiences, as well as his secular experiences in the business world, may have prepared him for his career as a healing evangelist. By showing how a person's early years can impact his or her future, this research will allow the church to know more about the role of early, natural experiences (including skills and environment), in determining God's will for a person's life and ministry. Although Bosworth, author of Christ the Healer (1948), is widely known for his teachings on divine healing, there is little known about his life history. This study is the first to offer a critical analysis of his entire life and ministry; it is also the first study to use the concepts of SCCT to show how his adulthood success may have been influenced by the experiences of his childhood and youth. This study argues that several factors played a critical role in Bosworth’s development. In addition to music and his secular work as a businessman, these factors include his crises, strong Christian women, healings in answer to prayer, and his work in foreign missions. Although Bosworth and others have attributed his success primarily to his Pentecostal experience, this study contends that his childhood, secular and business experiences played a more important role than has been reported in the literature. Furthermore, this study shows that Bosworth’s path to success can be understood through the elements of SCCT. Through SCCT, one can see how Bosworth developed an interest in the healing ministry, how he chose to pursue the ministry as a career, and how he performed and set goals as an evangelist.Thesis (PhD)--University of Pretoria, 2009.
Church History and Church Policy
unrestricted
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Tsai, Chueh-Hsien, and 蔡覺賢. "Database Marketing Applied in Publishing Industry." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/54244767017821910930.
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碩士淡江大學
商管學院高階主管管理碩士學程
91
The Database Marketing is as a tool to share the risk of one single market channel. In general, there are 3 factors for a company/industry to utilize the Database Marketing tool, 1) Easy to obtain customer’s data, 2) The volume of customer are huge, 3)The product the customer used to consume repeatedly, the publishing company/industry fit out with these 3 factors.
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Chan, Ya-chi, and 詹雅琪. "The Study of Integrated Marketing Communications in Digital Publishing." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/91812840219291149392.
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碩士國立臺灣師範大學
圖文傳播學系
90
Following the rise of the Internet, publishing is facing a series of revolutions, among which digital publishing now has merchandise packages with software, hardware, planning, marketing, and routing. Likewise, the digital publishing business has merchandise targeted at digital publications, covering entire business areas from management to marketing. The study focuses on marketing and communication plans concerning the digital publishing business. The results will be served as reference for publishers in the aspect of digital publishing. Integrated marketing communication theory targets provide consumers and potential consumers clear-cut and consistent messages, through integration and synthesis, to obtain maximum benefits. As marketing manners and concepts change, the theory also receives support and emphasis from practical sectors. The study is based on integrated marketing communication theory, synthesizing various modes presented by scholars, as a framework for further research development. The results of the research indicate that the major Taiwan publishers publish e-books and databases. Digital publishers are mainly content providers, technology providers, platform sellers, and system sellers. As different sectors have their own resources, strategic alliances between same and different businesses is rather common. Marketing strategies emerged from the early B2C e-books oriented to market B2B — content and database products. From the digital business’ integration marketing and communication modes, the researcher discovered that marketing and communication exerts positive impacts on consumers’databases and enterprise. The marketing tool now is mainly the Internet; however, it will become diversified as the carriers and routers get better and more convenient. The major barrier is that the use of the Internet is not common, and there is a lack of suitable hardware, providers, service fees, and privacy. Concerning the development target of digital publishing, it is better through educational types, matters of high marketing values, and integration with pictures, to market a difference from paper publishing.
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Chen, Ching-Wen, and 陳慶文. "The Integrated Marketing Communication Research of Digital Publishing Industry." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/13186709495482487639.
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碩士世新大學
圖文傳播暨數位出版學研究所(含碩專班)
99
The value and spirit of publishing lies in the content and distribution, so as to the core value of digital publishing. However, along with the era of digital publishing, the stakeholders in publishing industry should concern not only the issues of digital technology but also the differences between traditional and digital publishing such as instantaneity, variety, mobility, and quantity . According to those characteristics, how to design a logistic model of digital publication to meet customers, needs is the goal in publishing industry. Integrated marketing communication is dissemination model built up by the circle of customer, enterprise, and media. Even so, can digital publisher make the best profit by using this model？ In this research, we are going to realize the business operation of digital publishing nowadays, and to view how the digital publishing using integrated marketing communication, finally, we collect knowledge and information which are related to integrated marketing communication using by digital publishing industry. We collected interview data to compare and analysis the general situation of seven digital publishers which use integrated marketing communication, and to compare if any differences while they conduct it as their marketing tools. Besides, we propose suggestions and analyses according to our research results. Our research shows that the operation model of digital publishing is still in development and we also found out few phenomenons as following: First, the development of digital industry is not mature. The quantity, format, and the consumers, using habits of digital publication are not reach the expected standard. Second, digital publishers, best tool of integrated marketing communication is online marketing since its consumption model is built up by Niche market and small numerous markets. Third, digital publishers control the demand and investment in the marketing by using KPI (Key Performance Indicators) of online marketing which is built up by integrated marketing communication. Only with its restrictions on the products, application is still in the learning stage for the consumers, and also the difficulties in using multiple marketing tools. There are few suggestions for the development of digital publishing in the future. First, digital publishing should not only put the emphasis on its technology and format, but also on the content and consumers, needs which publishers commonly lack of. Second, authorization and protection for intellectual property rights play a key role in the development of digital publishing. The protection and management for paper, digital, internet, and software should efficiently secure the rights of related-enterprises and consumers.
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Chang, Yu-Hui, and 張宇慧. "The research on the key marketing factors of digital publishing and the cannibalization effect to traditional publishing." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/fbj8du.
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碩士銘傳大學
資訊傳播工程學系碩士班
93
Internet is more and more popular and attractive for online purchasing. But most E-commerce researches are focused on the electronic online exchange mechanisms of physical products. Internet publication for digital contents is still a kind of novel research topic and lacking of effective marketing strategies. Moreover, the possible cannibalization effect to the physical version may cause the traditional publisher to be hesitated. So the purpose of this research is to study the key marketing effects of Internet digital publishing and to clarify the cannibalization effect to the physical publishing. This research adopts three statistical approaches, LISREL, AHP, and Conjoint respectively, and targets the population of Internet heavy users, the IS/IT professionals, in order to reduce the demographical biases. This studying finds that the product factor of marketing strategy is regarded as the most important factors by the IS/IT professionals. Especially, the bundles of digital and physical publishing are usually the first choice. This evidence means the physical publishing may not be cannibalized by the digital one while the bundling strategy is adopted. However, the physical publishing will be cannibalized if it sells separately because its choice ranks after the digital one. The other marketing factors such as promotion and pricing reveal non-significant effects. The promotion factor is the least important and the low price inducement for promoting digital publishing is less attractive and sensitive as the physical version before.
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Yu-Wei, Lu, and 盧友偉. "Study on the Marketing Strategy to Mainland China of Taiwan Publishing Industry." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/27467230807513682591.
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Retief, Anje Danielle. "A literary relationship between South Africa and Germany: adapting marketing strategies to different cultures." Thesis, 2017. https://hdl.handle.net/10539/24536.
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Submitted to the Faculty of Humanities in partial fulfillment of the requirements for the degree of M.A (Publishing Studies) University of the Witwatersrand, South Africa, 2017Gérard Genette famously noted that paratexts are ‘those liminal devices’, elements, both within and outside the book, that form part of the complex relationship between book, author, publisher, and reader. He determined that titles, forewords, epigraphs, and publishers’ jacket copy are part of a book’s ‘private and public history’. By considering each of these liminal devices in the larger context of marketing strategies, this research report addresses the question of how paratexts are altered to appeal to different markets in different countries – specifically South Africa and Germany – and how this is done in relation to five translated novels: Stadt des Goldes by Norman Ohler; Portrait with Keys by Ivan Vladislavić; Township Blues and Themba by Lutz van Dijk; and Fiela se Kind by Dalene Matthee. The research report argues that the relationship between paratext and reader is of vital importance when it comes to understanding how cultures are perceived by foreign readers. With each comparison between the paratexts of the original and their translated novels, the research report demonstrates that paratextual alterations are predominantly influenced by alterations in time and geography; use or dismissal of clichés and stereotypes; educational value; and either techniques which familiarise or defamiliarise the reader. By uncovering the way novels are marketed to a foreign readership, it becomes possible to uncover why translations occur and how the source-culture is perceived.
XL2018
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Kuei-Fen, Hsu, and 許桂芬. "The Appllication of Internet to the Publishing Industry：Enterprises Marketing Strategy and Consumer Behavior." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/19829008344581259905.
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碩士淡江大學
大眾傳播學系
87
In the trends of Internet and electronic publishing, the publishing industries face a substantial challenge about producing and marketing. This study examines the publishing companies’ internet marketing strategies, based on the aspects of enterprises marketing strategy and consumer behavior. The research method of the study includes case study and WWW online survey. The result of the case study indicates that publishing companies still select the traditional target market. They try to avoid the conflict between the internet channels and traditional channels, selling their products mostly published by themselves, and the price elasticity is limited. The promotion strategies are different because of the attributes of publishers. The internet users participated in the survey are mostly agree that the internet bookstore can provide plenty of information. They expect the privacy of personal information from internet marketing and they would like to purchase book from the internet marketing of publisher.
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FONG, HSU-WEN, and 馮旭文. "A Study on Marketing of Applying Facebook Fan Pages for Book Publishing Companies." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/43848301014851548268.
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碩士世新大學
資訊傳播學研究所(含碩專班)
104
Social media is one of the major communication channels for modern people, Facebook.com which created in 2004 is the most popular one. Since Facebook.com offered fan pages in 2007, the service was easily accepted by institutes and business organization. As its tremendous amount of members and high speed transmission of information, there came a fever boom that lots of enterprises started to establish their fan pages for direct communication with consumers. The publishing industry faced the issue of decreasing overall value due to huge changes of the environment in this decade, the publishing houses are trying to apply the method of social marketing for turning the tide. They strengthen the power of products marketing by managing fan pages, some big companies even established corresponding fan pages for different type of book series. According to above, this thesis started from exploring the srevices Facebook fan pages could offer for marketing events of the enterprises. The primary data of the research is recording status of each Fan Page which is on the list of top 100 publishers by method of observation. Further data was done by telephone interview and personal interviews with executives of five selected brands which are representative individuals. The final results were reached by selective coding of the grounded theory in qualitative research. Recommendations for successful products marketing on fan pages of publishers proposed in this research, are facets by the five senses of social marketing which are entertainment, information, interactivity, curation and word of mouth. For all, based on information, powered by curation, and enhanced by entertainment, is the most common outstanding model.
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HUA, LIU CHEN, and 劉振華. "Creating Currency and Publishing Strategy Marketing ModelingResearch Focus on Local Newspapers of Kaohsiung." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/25228323590843520032.
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碩士南華大學
出版事業管理研究所
91
This research adopted by case study, according to the publishing strategy and marketing modeling of four major Kaohsuing newspapers. Researching the managers how to adapt and run the newspaper properly, and how to handle the audience and fans. Using the marketing modeling with creating currency and social desire, they try to make profits and niches. During the process of study, I exemplified Youth China Morning Post, which carried with Liow-ho lottery as a special and successful case. In spite of struggling between legality and illegality, its strategy to comply with the social tendency has made it attract lots of lottery fans and bring in high profit to itself. Being as a senior journalist, I conducted my study by interviewing and collecting related materials from newspaper articles, magazines and network to prove my viewpoint. And I found that the critical success factors are how to handle the management and marketing. Although the flat media is always in the very bad condition, if the managers can apply the strategy of special differentiation of cultists and go with lottery fans’ interest, they can still survive under current dismal circumstance. In conclusion, I would like to propose four suggestions to run a newspaper successfully. First of all, publishers and the flat media agent have to pay attention to the lottery fans’ age structure and psychological tendency. Second, strengthen the papers quality, emphasize the lottery fans’ news and touch their mind. Third, promptly develop the potential market and avoid fighting against the mass capital. Finally, apply the proper management and appoint the right manager for the newspaper.
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Lin, Hsin-lun, and 林新倫. "A Study of Marketing Channel Strategies and Performances in Taiwan's Book Publishing Industry." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/71546946774690556204.
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碩士世新大學
資訊傳播學研究所(含碩專班)
93
The purpose of this study was set to explore the marketing channel strategies and performance of the book publishing industry in Taiwan. Through the use of mail and structured questionnaires as surveying tool, this research aimed at the book publishing industries which had applied 4 ISBN in 2003. There were 227 valid questionnaires were returned within the 436 random sampling questionnaires. The results of data analyze are: 1.Channel strategies of book includes channel structure and task of channel partner. 2. Channel strategies include extension, level, density, extension, and integration. 3. Task of channel partner includes selling trade conditions, mutual responsibility, and selling distribution. 4. Channel performance includes efficiency adaptability and effectiveness. 5. Satisfaction of multi-channels is higher than exclusive distribution; efficiency adaptability of zero-level channel is higher than two-level channel; effectiveness of zero-level is higher than two-level channel and three-level channel; efficiency adaptability and effectiveness of without using wholesaler is higher than others; efficiency adaptability of the traditional marketing system is lower than others; effectiveness of the traditional marketing system is higher than others. 6. Medium positive correlation effect is found between mutual responsibility and efficiency adaptability, effectiveness; low positive correlation effect is found between selling trade conditions and effectiveness. In accordance with the above-stated research result and findings, this study recommend that the Marketing Channel of Book Publishing Industry in Taiwan must establish an appropriate Channel Structure and the Task of Channel Partner together with the Conduct of Performance Evaluation on Channel Performance.
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Adão, Cesár Paisana. "Relatório de estágio. Chiado Editora." Master's thesis, 2015. http://hdl.handle.net/10362/15803.
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Huang, Kuan-Ju, and 黃冠儒. "To Analyze How "Common Wealth Publishing Group" Manage the Platform of "TMCC" Perspectives of Service Marketing." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/08716226219979731843.
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碩士世新大學
傳播管理學研究所(含碩專班)
98
In recent years, the publishing market in Taiwan has been under great influence. With the progress of new technology, digitalization brought big impact on the publishing industry. Internet and TV are grapping the readers’ attention from their book-reading time, habit and money. Several research works have been done in publishing industry but pay less attention to seek for ways of survival with the perspectives of service marketing. Increasing attention goes to service marketing in business field. However, the concept of service marketing still wait to have further exploration in the researches topics regarding to the publishing market. Due to the lack of literature reporting service marketing with the communication industry, the study was designed as a case study, depth interview and focus group interview to explore insights in this field. An in-depth interview is conducted on a teacher and students in the discipline of communication. There are four research quesitons in this study：（1）How is the developeing context of the Common Wealth Publishing Group’s history？（2）How is the developeing context of Taiwan Manage Case Center , TMCC?（3）How dose the Common Wealth Publishing Group manage the TMCC from the perspectives of concept of service marketing？（4）Aiming to explore the feedbacks of teaching cases ,the product of TMCC , this research further explores the feedbeck of some students one teacher in the discipline of communication. The following questions are as below： (a）for those students who use teaching cases of TMCC, what are their feelings and thought toward the case-teaching in the context of communication-education? (b) for the experienced teacher of writing cases in the communication college, what is her thoughts and feelings toward case-teaching and cases in the TMCC? Four of following arguments are worth summarizing： First, Common Wealth Publishing Group, CWPG, whosticks to the vision to cultivate the culture for over 20 years. It follows with the high quality magazines, loyal readers, and reputable brand. With these advantages, it is argauble to reason that Common Wealth publishing group could keep on innovating during the economic downtur. Second, serving as the HBR's agency in Taiwan，Common Wealth Publishing Group concentrates on the segment regardin to the high-levelmanagers and teachers in the higher education.In addition, after univaersity teachers involve in the projects toward developing teaching casesm they have the same motivation to build up a platform for circulate the teaching cases. Together, Common Wealth Publishing Group, university teachers and Taiwan Academy of Managemnt build up the foundation of Taiwan Management Case Center﹒ Third, This study follows service marketing value chain theory to explore the operation of TMCC. From the point of view of service marketing, our observation indicates that Common Wealth Publishing Group aims to capitalize on the niche market, word-of-mouth strategy, and customized service. Fourth, the author applies with the convenient sampling to interview one communication teacher and some students in the discipline of communication. They give case-teaching positively compliments. However, if we plan to implement case-teaching in the context of communication-education, some caution arise. First of all, case-teaching and lecture method are complementary. Next, small group discussion and classroom discussion play the important role of case study. Finally, teachers have to select suitable cases, to guide and to respect the viewpoints of students. This research tries to give students in the discipline of communication the developing context of Taiwan Manage Case Center, and gives some arguable advises if case-teaching method is exercised in the context of communication-education.
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Willis, Catherine Jean. "An assessment of the marketing capabilities of trade book publishers in South Africa." Thesis, 2016. http://hdl.handle.net/10539/21830.
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A research report submitted to the Faculty of Humanities, School of Literature, Language and Media in partial fulfilment of the requirements for the degree of M.A Publishing Studies at the University of the Witwatersrand, 2016The purpose of this study is to investigate the current marketing capabilities of trade book publishers in South Africa. In addition, this study ascertains how these marketing capabilities impact on trade book publishers' sales and brand performance. There are currently several gaps in the literature on both marketing capabilities within the global publishing industry as well as gaps in the literature on the South African trade publishing industry. The main research problem is the lack of understanding of the marketing capabilities of trade book publishers in South Africa and how these capabilities can impact on the sales performance of these trade book publishers. This study is a qualitative, case study that examined four marketing capabilities within trade publishing houses in South Africa. Four propositions (on marketing communications, pricing, product innovation and channel management) were developed and tested in the study. The Resource-based view (RBV) theory as the main theoretical lens for this study is examined. The research was gathered through interviews over a 2 month period that were conducted at the publishers’ offices. 5 publishing companies took part in the study and a total of 15 interviews were conducted. The interviews were recorded and then transcribed. The transcriptions were loaded on to an analysis software tool called MaxQDA which allowed easy analysis by the researcher. All four propositions established were supported by the research. These marketing capabilities exist within all five trade publishing houses but that they are not being utilised as they should be. There is definite room for improvement in the publishing industr. The most significant capability for the trade publishing industry is the marketing communications capability as this is the most widely used. The originality of this research is that it is a case study in South African trade publishing houses and that it is looking at the marketing capabilities of trade publishing houses through the RBV approach. The implications for the industry are mostly in-house implication as the models generated require an organizational change within the publishing houses. Limitations of this study as well as suggestions for future research are outlined in this study.
GR2017
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HUI, HUANG CHIH, and 黃誌輝. "A Study of the Relationship among Sport Marketing,Sport Participation and Brand Equity - An Example of Kang Hsuan Educational Publishing Group." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/w9b4x9.
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碩士嶺東科技大學
高階主管企管碩士在職專班
103
This study mainly discusses the relationship among sport marketing, sport participation and brand equity, and we take Kang Hsuan Educational Publishing Group as our study object. The questionnaires are completed by the school teachers from 10 schools in Taichung, adopting non-probability sampling. In total, 217 questionnaires were distributed, of which 207 were valid, with effective response rate of 95%. The statistical methods used in the study to test the hypothesis include: Descriptive Statistics, Reliability Analysis, Validity Analysis, Canonical Analysis, and Regression Analysis. The results are as follows: (1) Consumer’s cognition to the sport marketing held by Kang Hsuan has a significant effect on their brand equity. (2) Customers’ sport participation influences the relationship between the cognition of sport marketing and brand equity. (3) The cognition of Kang Hsuan’s sport marketing and brand equity significantly varies among consumers in different demographics. In conclusion, the marketing promotions which Kang Hsuan holds, such as sport sponsor, have positive impact on their brand popularity, brand loyalty, perceived quality, and brand association. Furthermore, we also found that consumers’ sport participation also influences their cognition to sport marketing. The higher their cognition to sport marketing, the closer the relationship of brand equity. In other words, Kang Hsuan Educational Publishing Group can not only elevate the image of the enterprise, they can also impress their customers by holding marketing campaigns and employee activities. As a result, we suggest that Kang Hsuan Educational Publishing Group should put more emphasis on sport marketing and sport participation in order to enhance customers’ perception on brand equity. In practical application to sport marketing, they should hold more sport activities and lay stress to the quality of service crew member and the participation of enterprise staffs.
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Passarinho, Adriana Fialho. "Relatório de Estágio na Chiado Editora." Master's thesis, 2016. http://hdl.handle.net/10362/19546.
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Este relatório de um estágio de três meses exercido na Chiado Editora, realizado no âmbito da componente não lectiva do Mestrado em Edição de Texto, inclui uma breve descrição da organização e forma de actuação da empresa e uma reflexão crítica sobre as actividades e projectos realizados.This report on the internship taken at Chiado Editora during the Master Degree on Publishing includes a brief description of the company's organization and modus operandi and a critical reflection of the activities and projects undertaken.
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Nováková, Kristýna. "Interakce mediálního a marketingového diskurzu na příkladu mediálního obrazu hudebníka Tomáše Kluse." Master's thesis, 2011. http://www.nusl.cz/ntk/nusl-298794.
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This diploma thesis Interaction of media and marketing discourse on the media image of musician Tomáš Klus examines the influence of the corporate agenda through the marketing and PR department of a record label Sony Music Entertainment Czech Republic s.r.o. on the agenda of the media, which represent the work of three full-scale Czech newspaper MF Dnes, Právo a Blesk. The theoretical approach is being built on the basic theses of media construction of reality and construction of media image, the concept of agenda setting and issue of the music industry. Thus, areas involved and influence the marketing and media world and form the basic framework of the theoretical structure of media reality. The empirical part is devoted to a particular process of agenda setting on an example of the media image of a Czech musician Tomáš Klus over three years through marketing and PR department of a record label Sony Music Entertainment Czech Republic s.r.o. sampled for analysis of print media - newspapers MF Dnes, Law and Flash. The goal is to trace how and to what extent the marketing discourse influences the media discourse and how does this interaction influence the musician's final media image.
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Smažil, Pavel. "Ekonomické, marketingové a sportovní aspekty Olympiád dětí a mládeže." Master's thesis, 2014. http://www.nusl.cz/ntk/nusl-337079.
Full textAbstract:
Title: The Children and Youth Olympics in the Czech Republic in the sports, economy and marketing sphere Objectives: The main aim of this work is to analyse all the available documents of all the individual Children and Youth Olympics in the Czech Republic from 2003 to 2013 in the sports, economy and marketing sphere. Methods: Dissertation is divided into three parts based on data from relevant Czech Olympic Comittee documents. The first part is primarily about sport and analyses success of the Children and Youth Olympics athletes at International Games. The second part focuses on budget of particulars Games. And the third part contains analysis of marketing support - partnership, media support, merchandising and information leaflets. Results: We can observe positive results at all three areas - sports, economy and marketing. The Children and Youth Olympics s based on strong platform that helps to spread olympic idea among young people in the Czech Republic. Proposals and recommendations for future Games are based on detailed analysis and evaluation of all three parts. Key words: Olympism, Czech Olympic Committee, Children and Youth Olympics, financing of the sports activities, marketing of sports event, publishing