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Journal articles on the topic 'Publishing marketing'

Author: Grafiati

Published: 24 April 2022

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1

Chlivickas, Eugenijus, and Laura Leščinskaitė. "INTERNATIONAL MARKETING DEVELOPING PUBLISHING BUSINESS / TARPTAUTINIS MARKETINGAS PLĖTOJANT LEIDYBOS VERSLĄ." Mokslas – Lietuvos ateitis 7, no. 2 (May 28, 2015): 179–88. http://dx.doi.org/10.3846/mla.2015.743.

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Lithuanian integration in the financial Eurozone and Lithuanian publishing business development in the European Union and outside it, becomes an important problem requiring a solution. Promoting the dissemination of printed books and literacy in Lithuania and beyond, to properly introduce the achievements of Lithuania in foreign countries, it is important to ensure Lithuanian letter, educational and scientific book publishing development. The article examines the characteristics of the international marketing publishing, the world and Lithuanian state publishing houses on the basis of foreign and Lithuanian scientists theoretical insights about the instruments of international marketing opportunities, developing proposals for publishing business integration of new economic conditions. Lietuvai integruojantis į finansinę euro zoną, Lietuvos leidybos verslo plėtra Europos Sąjungoje bei už jos ribų tampa svarbia problema, kurią reikia spręsti. Skatinant spausdintų knygų sklaidą ir raštingumą Lietuvoje bei už jos ribų, siekiant tinkamai pristatyti Lietuvos pasiekimus užsienio šalyse, svarbu užtikrinti Lietuvos rašto, švietimo ir mokslo knygų leidybos plėtrą. Straipsnyje nagrinėjamos leidybos verslo ypatybės, pasaulio bei Lietuvos leidyklų būklė, remiantis užsienio ir Lietuvos mokslininkų teorinėmis įžvalgomis apie tarptautinio marketingo instrumentų panaudojimo galimybes, pateikti siūlymai dėl leidybos verslo plėtros naujomis ekonominės integracijos sąlygomis.

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Uncles, Mark. "Publishing Replications in Marketing." International Journal of Market Research 53, no. 5 (September 2011): 579–82. http://dx.doi.org/10.2501/ijmr-53-5-579-582.

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Wilson, Helen. "MARKETING THE CANON: Australian Publishing." Discourse: Studies in the Cultural Politics of Education 12, no. 2 (April 1992): 116–26. http://dx.doi.org/10.1080/0159630920120209.

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4

Ebel, Richard G. "Custom Publishing." Journal of Promotion Management 8, no. 1 (May 12, 2002): 81–92. http://dx.doi.org/10.1300/j057v08n01_08.

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Shpak, Viktor, Olena Osmolovska, Larysa Masimova, and Natalia Romaniuk. "Inclusive literature as an innovative marketing resource of publishing activities." Innovative Marketing 16, no. 2 (June 5, 2020): 71–79. http://dx.doi.org/10.21511/im.16(2).2020.06.

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Inclusive literature as a component of the process of real involvement of people with disabilities in active social life remains out of the attention of researchers. The paper aims to study the state and existing problems in publishing literature for people with disabilities and the use of inclusive topics by Ukrainian publishers. The results were obtained due to the theoretical comprehension of the empirical materials, which were based on a survey of 42 operating various domestic publishing houses. The vast majority of them expressed an understanding of the importance of publishing literature about people with disabilities and accessible editions for them. One-third of those surveyed publishers have experience in publishing inclusive literature. About 24% of respondents have books in accessible formats. They mainly used such publishing or engineering technologies as books with large print, picture-books, and books with pictograms. The study also found that among a few current insurmountable restraining factors of development of inclusive literature is the commercial inexpediency of such projects. The results of this study will contribute to the formation of collective public opinion on the importance of inclusive literature and, consequently, the attraction of the financing of inclusive publications of patrons, sponsors, crowdfunding platforms, etc.

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Morgan, Neil A., Hui Feng, and Kimberly A. Whitler. "Marketing Capabilities in International Marketing." Journal of International Marketing 26, no. 1 (March 2018): 61–95. http://dx.doi.org/10.1509/jim.17.0056.

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There has been a significant increase in scholarly research focusing on marketing capabilities as an important aspect of marketing theory–based explanations of firm performance. This growing research interest in marketing capabilities has also been reflected in the international marketing literature. However, it is unclear whether and how thinking and research about international marketing capabilities differs from that of marketing capabilities in a domestic market context. To explore this question, the authors conduct a review of studies of marketing capabilities in the most influential journals publishing research in international marketing. They supplement this with insights from interviews with executives in firms engaged to varying degrees in international marketing. The study suggests that there remain numerous important unanswered questions in conceptualizing and empirically researching international marketing capabilities.

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Mahmutović, Kenan. "BOOK REVIEW: “ENTREPRENEURIAL MARKETING”." Economic Perspectives, no. 1 (October 8, 2021): 79–80. http://dx.doi.org/10.46779/epj.v1i1.14.

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TITLE: ENTREPRENEURIAL MARKETING AUTHOR: ARNELA NANIĆ PUBLISHER: University of Bihać YEAR OF PUBLISHING: 2020. Number of pages: 194 ISBN: 978-9958-9106-4-7The existing literature in marketing has recently been enriched with a new book entitled “Entrepreneurial Marketing” by Arnela Nanić.

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Vanhamme, Joëlle. "Doing and publishing research in marketing ethics." Recherche et Applications en Marketing (English Edition) 32, no. 3 (March 24, 2017): 2–5. http://dx.doi.org/10.1177/2051570717701410.

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Gašparić, Silvija, Gorana Petković, and Suzana Pasanec Preprotić. "Critical analysis of marketing in Croatian publishing." ACTA GRAPHICA Journal for Printing Science and Graphic Communications 28, no. 3 (January 5, 2018): 93–100. http://dx.doi.org/10.25027/agj2017.28.v28i3.142.

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Ratchford, Brian T. "Publishing in the Journal of Interactive Marketing." Journal of Interactive Marketing 33 (February 2016): v—vii. http://dx.doi.org/10.1016/j.intmar.2016.01.003.

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Bullard, Scott R. "Academic publishing: Preparing and marketing your research." Library Acquisitions: Practice & Theory 11, no. 4 (January 1987): 335–37. http://dx.doi.org/10.1016/0364-6408(87)90006-8.

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Iacobucci, Dawn. "Marketing Research Challenges and Opportunities." Revista Brasileira de Marketing 17, no. 5 (September 18, 2018): 639–46. http://dx.doi.org/10.5585/bjm.v17i5.4171.

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This article considers three contemporary challenges faced by todays marketing researchers. These challenges involve big data, survey data, and publishing. With a marketers perennial optimism, each challenge is seen as an opportunity, to obtain better information than ever before.

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Kennickell, Ralph E. "The U.S. Government Printing Office—Marketing and publishing." Journal of the American Society for Information Science 38, no. 1 (January 1987): 68–70. http://dx.doi.org/10.1002/(sici)1097-4571(198701)38:1<68::aid-asi13>3.0.co;2-l.

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Kumar, V., Vikas Mittal, and Neil Morgan. "Reflections on Publishing in the Journal of Marketing." Journal of Marketing 82, no. 6 (October 12, 2018): 1–9. http://dx.doi.org/10.1177/0022242918805485.

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Stewart, David W. "Academic publishing in marketing: best and worst practices." European Business Review 20, no. 5 (August 29, 2008): 421–34. http://dx.doi.org/10.1108/09555340810897943.

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Richard, James, Geoff Plimmer, Kim-Shyan Fam, and Charles Campbell. "Publishing success of marketing academics: antecedents and outcomes." European Journal of Marketing 49, no. 1/2 (February 9, 2015): 123–45. http://dx.doi.org/10.1108/ejm-06-2013-0311.

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Purpose – The purpose of this paper is to explore the relationship between positive incentives (perceived organisational support) and negative incentives (publish or perish), on both academic publication productivity and marketing academics’ quality of life. While publish-or-perish pressure is a common technique to improve academics’ performance, its punishment orientation may be poorly suited to the uncertain, creative work that research entails and be harmful to academics’ life satisfaction and other well-being variables. In particular, it may interfere with family commitments, and harm the careers of academic women. While perceived organisational support may be effective in encouraging research outputs and be positive for well-being, it may be insufficient as a motivator in the increasingly competitive and pressured world of academia. These issues are important for individual academics, for schools wishing to attract good staff, and the wider marketing discipline wanting to ensure high productivity and quality of life amongst its members. Design/methodology/approach – A conceptual model was developed and empirically tested using self-report survey data from 1,005 academics across five continents. AMOS structural equation modelling was used to analyse the data. Findings – The findings indicate that the most important determinants of publishing success and improved well-being of academics is organisational support rather than a “publish-or-perish” culture. Research limitations/implications – The use of a self-report survey may have an impact (and potential bias) on the perceived importance and career effect of a “publish-or-perish” culture. However, current levels of the publish-or-perish culture appear to have become harmful, even for top academic publishers. Additional longitudinal data collection is proposed. Practical implications – The challenge to develop tertiary systems that support and facilitate world-leading research environments may reside more in organisational support, both perceived and real, rather than a continuation (or adoption) of a publish-or-perish environment. There are personal costs, in the form of health concerns and work–family conflict, associated with academic success, more so for women than men. Originality/value – This study is the first to empirically demonstrate the influence and importance of “publish-or-perish” and“perceived organisational support” management approaches on marketing academic publishing performance and academic well-being.

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Kumar, V. "My Reflections on Publishing in Journal of Marketing." Journal of Marketing 80, no. 1 (January 2016): 1–6. http://dx.doi.org/10.1509/jm.80.1.1.

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18

Koshy, Abraham. "National Publishing Company: Marketing of Children's Fortnightly Magazine." Vikalpa: The Journal for Decision Makers 19, no. 3 (July 1994): 57–66. http://dx.doi.org/10.1177/0256090919940305.

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The Marketing Manager of National •Publishing Company—Mr R Saxena—is contemplating on the strategies he should adopt to increase the sales of Titli, a children's fortnightly vernacular published by the company. Readers are invited to send their responses on the case to Vikalpa office.

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Zhevazhenko, Iryna. "Promotion on the pages of book science periodicals in Galicia of the 1920-1930s." Proceedings of Vasyl Stefanyk National Scientific Library of Ukraine in Lviv, no. 11(27) (2019): 19–40. http://dx.doi.org/10.37222/2524-0315-2019-11(27)-2.

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The article examines the theoretical principles of promotion as a component of publishing marketing. Much attention is focused on analyzing the concepts of PR, promotion, propaganda and branding as effective methods of promotion in book publishing. The term «publishing promotion» is proposed in the course of the research, as it covers the whole range of promotional activities aimed at promoting both the subjects and the objects of book publishing. The article shows the main channels of promotion and its place and role in the distribution of the Ukrainian books on the pages of book science periodicals in Galician of the 1920–1930s. Quotations illustrate the basic means of publishing promotion of the period under review (reviews, bibliographic reviews, announcements of book exhibitions and fairs, etc.). The focus is on the activities of the scientific and cultural educational institutions of the time («Prosvita» Society, NTSh in Lviv, «Ukrainian Society of Bibliophiles in Lviv», etc.), who played a key role in the development of publishing promotion in the 20–30’s of the twentieth century. Keywords: publishing marketing, promotion, book exhibition, review.

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20

Baron, Steve. "Editorial: recognizing the academic publishing service ecosystem." Journal of Services Marketing 32, no. 3 (May 14, 2018): 249–55. http://dx.doi.org/10.1108/jsm-10-2017-0341.

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PurposeThis paper aims to provide a personal view of the institutions underpinning the academic publishing service ecosystem as a basis for a discussion of change and innovation.Design/methodology/approachA 25-year comparison of the norms, rules, practices, meanings and symbols in the service ecosystem is made.FindingsEleven institutional states have been identified, which represent the good, and not so good, changes that have occurred over the period.Originality/valueThis editorial represents an approach, using service ecosystem concepts, to gain an understanding of service innovation possibilities in the academic publishing domain.

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Keller, Wiebke I. Y., Franziska Müller, Malik Stromberg, and Dominik Papies. "Gender diversity in academic publishing—comment on Galak and Kahn (2021)." Marketing Letters 32, no. 3 (September 2021): 325–36. http://dx.doi.org/10.1007/s11002-021-09579-3.

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AbstractGalak and Kahn (Marketing Letters, 2021) report that females and underrepresented minorities face a less favorable organizational climate within academic marketing as compared to their respective counterparts. We complement this perspective by assessing the extent to which a gender gap is detectable in academic journal publications in marketing. To this end, we collect a data set which covers all publications of a broad range of peer-reviewed academic journals in business, including marketing, across two decades. We then develop an algorithm that allows us to determine the authors’ gender. We use these data to study a potential gender gap in academic marketing journals. Results indicate that a gender gap in academic publishing in marketing is present and substantial, although it has been declining over time. At the same time, it continues to be particularly visible in the most prestigious journals. While marketing is still far from being a role model, the gender gap is smaller in marketing compared to other fields in business. Our analysis complements the findings by Galak and Kahn (Marketing Letters, 2021) by showing that female scholars do not only experience an unfavorable organizational climate, but they are also underrepresented in academic marketing journals.

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22

Siddiqui, Faiz Mohd. "Book review: Bjorn Bjerke, Alternative Marketing Approaches for Entrepreneurs." Asia-Pacific Journal of Management Research and Innovation 16, no. 3 (September 2020): 248–50. http://dx.doi.org/10.1177/2319510x20948671.

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23

Roscoe, Jonathan. "‘The age of shouting had arrived’." Logos 29, no. 2-3 (November 17, 2018): 9–25. http://dx.doi.org/10.1163/18784712-02902003.

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When George Orwell’s advertising copywriting anti-hero, Gordon Comstock, declared in the 1936 novel Keep the Aspidistra Flying, ‘advertising is the rattling of a stick inside a swill-bucket’ (Victor Gollancz, London, p. 55), he was expressing something deep in the British psyche, that of the dichotomy between the creation of art and the pursuit of revenue. Nowhere is this seen more keenly than in publishing during the period. It is also significant that the third of Orwell’s novels was, like the previous ones, published by Victor Gollancz, because, despite the widespread view that in publishing it was a time of inertia, of maintaining the status quo, it is, of course, not as simple as that. Despite a lack of innovation in the industry the 1930s, reading numbers increased, more books were sold than ever before, the industry commercialized to an extent unseen in previous decades, and three of publishing’s most innovative men came to prominence. This paper seeks to explain how this came about—how an inherently conservative industry, with its prices and profit margins stabilized and protected by the Net Book Agreement, became radicalized in a way not seen before. I will contest that it is that very conservatism that made innovation both necessary and inevitable; that the growth in readership and disposable income during the period made it necessary to commercialize the publishing industry if it was to grow and prosper; and that business in general was waking up to the possibilities offered by marketing, and so publishing needed to harness the power of marketing if it was not to fall behind the business curve. Marketing can sometimes be about art or politics, but it is always about business. Where does that leave a personally wealthy, philanthropically inclined, but commercially minded publisher such as Gollancz? His enthusiastic take-up of the new marketing tools and processes that had come to prominence in the 1920s started with his time at Ernest Benn, accelerated with the founding of his new publishing company in 1928, and went into overdrive in 1936 when the Left Book Club was founded. It is true to say that Gollancz’s success was founded on three pillars: an unshakeable faith in his own abilities, an uncanny knack of selecting the ‘right’ titles commercially, and a thorough embracing of all that marketing and publicity had to offer, with little thought as to how that might appear to others as long as it was working for him. He was fortunate to have supporting him another great iconoclast of the time—the typographer Stanley Morison. This paper is as much about the Gollancz–Morison double act as it is about Gollancz individually, even if there can be no doubt as to the true driving force behind the changes.

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Babin, Barry J., Joseph F. Hair, and James S. Boles. "Publishing Research in Marketing Journals Using Structural Equation Modeling." Journal of Marketing Theory and Practice 16, no. 4 (September 2008): 279–86. http://dx.doi.org/10.2753/mtp1069-6679160401.

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Curtis, Mary E. "Planning and budgeting in publishing: The link with marketing." Book Research Quarterly 4, no. 2 (June 1988): 3–9. http://dx.doi.org/10.1007/bf02910822.

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Sherrell, Daniel L., Joseph F. Hair, and Mitch Griffin. "Marketing academicians’ perceptions of ethical research and publishing behavior." Journal of the Academy of Marketing Science 17, no. 4 (September 1989): 315–24. http://dx.doi.org/10.1007/bf02726642.

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Farquhar, Jillian. "Review of Marketing Financial Services20081Hooman Estelami. Review of Marketing Financial Services. Dog Ear Publishing,." European Journal of Marketing 42, no. 11/12 (November 14, 2008): 1415–17. http://dx.doi.org/10.1108/03090560810903736.

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Nolan, Sybil, and Alexandra Dane. "A sharper conversation: book publishers’ use of social media marketing in the age of the algorithm." Media International Australia 168, no. 1 (July 13, 2018): 153–66. http://dx.doi.org/10.1177/1329878x18783008.

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This article explores developments in book publishers’ use of social media (SM) as a marketing tool, particularly the rise of customer-focused marketing. Surveying the literature about publishers’ engagement with SM marketing (SMM), we argue that discourse modes of publishers’ SM practice, and the larger marketing ecologies of which this practice forms a part, have been transformed by contextual changes in the mediascape wherein publishing professionals are implicated through their sustained SMM activities. These changes include the rise of algorithmic filtering and paid-for content on Facebook and Twitter, industry’s embrace of data analytics, and the connection between them. The article explores the growing divide between small and large publishers in terms of their financial and cultural investment in data analytics, and concludes that the notion of SM as an equal-opportunity marketing tool in book publishing has proven demonstrably false because of this divide. The authors offer further avenues for much-needed research in this field.

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Sheoran, Monika, Divesh Kumar, Vinod Kumar, and Deepak Verma. "Understanding the trends of marketing research and its future directions: a citation analysis." Bottom Line 31, no. 3/4 (September 3, 2018): 191–207. http://dx.doi.org/10.1108/bl-04-2018-0022.

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Purpose The purpose of this paper is to understand the scholarly contributions to the field of marketing by analyzing top ten journals of marketing. Design/methodology/approach The marketing journals were selected using SciMago marketing journal list, and SCOPUS database was used to identify the publications of the journals. A total of 9,190 articles were analyzed having 562,322 citation references. Methodologies like Wordle and Gephi were used to understand the most researched keywords and co-citation analysis among top five researchers. This paper also captured the information on most cited article along with author, most published author, most publishing country, most publishing university, the year with maximum publications and most used keywords. Findings The analysis indicates that “Kumar, V.” is most published author, that is, 68 publications, the most cited article is “On the evaluation of structural equation models” by Bagozzi and Yi (1988) with 6989 citations. The USA contributed the highest 6,720 publications, while University of Pennsylvania, Wharton School topped the list with 235 articles. In 2009, highest publication work was done by publishing 382 articles. “Game theory”, “Pricing” and “Advertising” are most used keywords which have been discussed in the literature. Research limitations/implications This analysis will help researchers in understanding the growth in the field of the marketing in recent years and possible direction it could take in future. However, this paper considered only top ten marketing journals as listed in SciMago marketing journal list; therefore, future researchers may incorporate more research journals to get a clearer picture of the field of marketing. Originality/value This paper is one of the first attempts in recent time to understand the research work in the field of marketing considering top ten journals.

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Du, Junyan. "An Analysis of the Value and Strategies of Microblog Marketing." Journal of Finance Research 4, no. 1 (May 29, 2020): 102. http://dx.doi.org/10.26549/jfr.v4i1.3513.

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Microblog marketing is that the enterprise uses the platform of Sina microblog to carry out its own marketing activities. Every fan and even every netizen are potential business participants. With microblog marketing, the enterprise intends to create a good image for the company and products and achieve marketing goals by means of communicating with customers by updating daily content or publishing topics that may be of interest to customers.

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Wynd, William R. "Opportunities for Publishing and Exchange of Cases." Journal of Marketing Education 11, no. 3 (December 1989): 83–85. http://dx.doi.org/10.1177/027347538901100313.

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Klassen, Mike L., Mark Rappaport, and Gerhard A. Wührer. "Die Anwendung von Desktop Publishing (DTP) in Amerikanischen Werbeagenturen." der markt 30, no. 1 (March 1991): 8–13. http://dx.doi.org/10.1007/bf03031845.

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Baron, Steve, and Rebekah Russell-Bennett. "Editorial: beyond publish or perish: the importance of citations and how to get them." Journal of Services Marketing 30, no. 3 (May 9, 2016): 257–60. http://dx.doi.org/10.1108/jsm-02-2016-0092.

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Purpose The purpose of this paper is to demonstrate the importance of citations as a success metric and provide practical tips for increasing citations. Design/methodology/approach The authors build on previous commentators to provide evidence for citations. Findings The purpose of academia is not to merely publish. It is to contribute to the body of knowledge. This means shifting focus from publishing as an end goal to publishing as a means to an end. Originality/value The editorial reminds scholars of their duty to science and the need to take individual responsibility for the spread of knowledge. The generation of citations is not a difficult process as illustrated by the practical tips offered.

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Podoshen, Jeffrey. "The Marketing Mavens20102Noel Capon. The Marketing Mavens. New York, NY: Crown Publishing 2007. 307 pp." Journal of Consumer Marketing 27, no. 1 (January 26, 2010): 87–88. http://dx.doi.org/10.1108/07363761011012994.

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Simon, Hermann. "The Internationalization of German Marketing Science." Marketing ZFP 43, no. 1-2 (2021): 5–8. http://dx.doi.org/10.15358/0344-1369-2021-1-2-5.

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In the 1970s, marketing science in Germany was limited to the German-speaking world. My early appeal to publish in English and to change the language of German journals to English met with strong opposition from established professors. Today, 40 years later, a considerable number of German-speaking marketing scientists belong to the international top group in the Hirsch-index ranking. German journals are now publishing in English, but the transition came late, and it will be difficult to acquire A-journal status. In terms of inbound internationalization a lot remains to be done.

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Tolkacheva, Mariya S. "PROBLEMS OF IMPLEMENTING MARKETING TECHNOLOGY IN THE PUBLISHING PROCESS (A CASE-STUDY OF TOMSK REGIONAL PUBLISHING)." Tekst. Kniga. Knigoizdanie, no. 8(1) (June 1, 2015): 111–23. http://dx.doi.org/10.17223/23062061/8/9.

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Kumar, Pranav. "Book review: Robert D. Hisrich and Veland Ramadani (Eds), Entrepreneurial Marketing: A Practical Managerial Approach." Journal of Entrepreneurship 28, no. 2 (September 2019): 347–50. http://dx.doi.org/10.1177/0971355719851911.

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Kuehn, Kermit W. "Ascom Marketing and Publishing: Entrepreneurship in the United Arab Emirates." CASE Journal 1, no. 2 (May 2005): 9–19. http://dx.doi.org/10.1108/tcj-01-2005-b002.

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Connor, Elizabeth. "Interview with Paul Dourlay, Sales and Marketing Manager, RMIT Publishing." Journal of Electronic Resources in Medical Libraries 5, no. 4 (December 4, 2008): 363–72. http://dx.doi.org/10.1080/15424060802453738.

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Prima, Yа G., and A. K. Salnikov. "Pre-project studies of the digital product within the framework of Customer Development and Lean Startup methodologies." Ekonomicheskie i sotsial’no-gumanitarnye issledovaniya, no. 1(29) (2021): 34–45. http://dx.doi.org/10.24151/2409-1073-2021-1-34-45.

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Statistics on the dynamics of the book market and the digital publishing market in Russia are analyzed. The results of research on the state of the global market of comics and manga, the popularity and specifics of publishing manga in Russia, as well as the results of testing hypotheses within the methodology of Customer Development and Lean Startup with the use of indepth interviews are given. Based on the results, a marketing concept for a new digital product in the electronic publishing market is developed.

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De Niyogi, Trisha, and Sushil S. Chaurasia. "Niyogi books: making a difference in the Indian book publishing industry." Emerald Emerging Markets Case Studies 7, no. 1 (January 11, 2017): 1–23. http://dx.doi.org/10.1108/eemcs-06-2016-0107.

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Subject area Marketing strategy. Study level/applicability The course is well suited for MBA and Executive MBA class on Strategic Management, Marketing Strategy, Brand Management, Entrepreneurship, Innovation and Change in emerging economies. The case can also be taught to senior undergraduate students to explore the issues mentioned in the case as an integrative case for courses like Strategic Management and Marketing Strategy. Case overview Niyogi Books had positioned itself as an independent publishing house with a focus on the niche area of trade books. Due to the internet, digitalization and globalization the dynamics of the book publishing industry had changed considerably, and the company needed to think and reflect on its current position and future strategy. Niyogi Books had added new products and new markets along with other innovations to succeed in the business of publishing. But the way ahead for Niyogi Books was to innovate in light of fast-paced technological advancement. The company needed to balance the digitization of content as well as retailing with its existing print strategy. A related issue is the need to plan an innovative and cost-effective communication strategy to boost sales. Expected learning outcomes The learning outcomes are as follows: analyze the business environment of the publishing industry, realize the need for a branding strategy for small business and apply communication strategies single/multi-channel setting, understand the need of an organization to purposefully adapt an organization’s (self-) resource base (management capability to effectively coordinate and redeploy internal and external competences) and analyze the role of a growth strategy and how it can be used to devise a product/marketing strategy. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 11: Strategy.

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Marland, Alex. "Journal Publishing and Marketing in an Age of Digital Media, Open Access and Impact Factors." Canadian Journal of Political Science 50, no. 1 (March 2017): 77–95. http://dx.doi.org/10.1017/s0008423916001086.

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AbstractWorldwide, the publishing industry has been compelled to change with digital media technology, and some traditional academic journals are struggling to adapt. This article examines the marketing and publicity actions available to the Canadian Journal of Political Science/Revue canadienne de science politique and similar flagship journals in an environment characterized by open access (OA) and impact factor (IF) metrics. It reviews the opportunities and threats presented by a movement towards publishing in ungated forums and pressure in the academic community to prioritize bibliometrics. It then looks at the experience, characteristics and comparative position of the Journal/Revue before reporting on perceptions and recommendations drawn from depth interviews with journal editors, presidents of the Canadian Political Science Association, and a university librarian, which are supplemented by suggestions from editorial board members. It concludes with proposals to address these circumstances head on, many of which are generalizable to other journals wrestling with marketing and publishing in the digital age.

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Breen, Eileen. "Journal Publishing: How Editors and Authors Work More Effectively Together." Marketing Intelligence & Planning 10, no. 11 (November 1992): 38–40. http://dx.doi.org/10.1108/02634509210021582.

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Kotler, Philip. "Philip Kotler: some of my adventures in marketing." Journal of Historical Research in Marketing 9, no. 2 (May 15, 2017): 203–8. http://dx.doi.org/10.1108/jhrm-11-2016-0027.

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Purpose This paper presents an autobiographical sketch of Philip Kotler. Design/methodology/approach I use an autobiographical narrative. Findings This sketch focuses on my contributions to the marketing discipline in teaching and, especially, in book publishing while including some of the many scholars who have collaborated with me. Originality/value This paper is a condensed sketch based on the full-length autobiography titled My Adventures in Marketing forthcoming on Kindle.

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Suhendra, Muhammad Fadly, Martinus Helmiawan, and Noviastuti Putri Indrasari. "The Challenges of the Publishers in the Industrial Era 4.0: A Review." MEDIASI 1, no. 1 (October 26, 2021): 1–18. http://dx.doi.org/10.46961/mediasi.v1i1.397.

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The era of industry 4.0 is a digital revolution characterized by the fusion or collaboration between cyber and automation technology. Not only in production processes, but also in almost all parts of economic value chains thus new business model based on digital technology to achieve high efficiency and better quality is created. As a part of creative industry, publishing faces the development and demand to change brought by industry 4.0, from business model, product and services innovation, to marketing and target users. This paper explains the development, challenge, opportunity, and effort related profession disruption faced by publishing professionals in industry 4.0 era. The review in this paper was done by conducting literature and empirical studies. The result shows that publishing professionals must strive to transform mindset and work process in publishing world. Those transformation can be achieved by competency improvement through increasing knowledge in publishing management, building coopetition between fellow publishing professionals, and consistent orientation for users’ needs. It is important for publishing professionals to view this phenomenon as a challenge that brings many possibilities for the development towards publishing 4.0

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Brody, Rebecca. "Book Review: Self-Publishing and Collection Development: Opportunities and Challenges for Libraries." Library Resources & Technical Services 60, no. 3 (July 28, 2016): 214. http://dx.doi.org/10.5860/lrts.60n3.214.

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Self-publishing has exploded over the last ten years, resulting in an entirely new ecosystem of self-publishing platforms, marketing options, and collection development tools. Major companies such as Amazon provide a relatively easy way for individuals to format and upload writing for public consumption, and the public’s demand for these materials is increasing. This demand has created a new and challenging set of problems for librarians who would like to leverage the growth of self-publishing to improve library collections and services. The essays collected in Self-Publishing and Collection Development: Opportunities and Challenges for Libraries make a convincing case that academic and public libraries have significant opportunity to participate in this new publishing landscape while making clear that, particularly for academic libraries, the acceptance and active collection of self-published titles is still something of a work in progress.

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Randle, Ian. "Swimming Against the Tide: The Challenge of Legal Publishing in the English Speaking Caribbean." International Journal of Legal Information 37, no. 2 (2009): 204–9. http://dx.doi.org/10.1017/s0731126500005199.

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Book Publishing in the English speaking Caribbean is a relatively recent phenomenon. Prior to the 1960s there were sporadic attempts by individuals and even large firms like the Gleaner Company's Pioneer Press in Jamaica, but some semblance of sustained publishing activity did not come to the region until the post-independence period. In that first immediate post-independence period, the initiative to set up publishing operations came from British educational publishers who established either wholly-owned subsidiaries or went into partnerships with local business interests like the Collins/Sangster imprint in Jamaica. For the most part, these were token operations. They were also essentially the companies’ marketing and sales outlets as all publishing decisions, as well as editorial, design and production work, remained in the UK. Consequently there was no skills transfer or structured training in any aspect of book publishing.

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Bae, Jun-Young, and Kyung-Soo Oh. "Effect of Storytelling Marketing in Publishing Company: Focused on Facebook Case." Journal of the Korea Contents Association 15, no. 10 (October 28, 2015): 92–104. http://dx.doi.org/10.5392/jkca.2015.15.10.092.

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Smart, Denise T., and Albert N. Greco. "Advertising Management and the Business Publishing Industry: Marketing Notes and Cases." Journal of Marketing 57, no. 1 (January 1993): 128. http://dx.doi.org/10.2307/1252063.

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Mittal, Vikas, Lawrence Feick, and Feisal Murshed. "Publish and Prosper: The Financial Impact of Publishing by Marketing Faculty." Marketing Science 27, no. 3 (May 2008): 430–42. http://dx.doi.org/10.1287/mksc.1080.0361.

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