Marketing Strategies for the Printed Book in Greece: Current Issues and Survey Results.
Books are unique products. The publishing industry is deeply influenced by the changes resulting from globalization, the ever-increasing competition and the rapid introduction of novel information technologies. These changes alter the book production, sales and pricing, advertisement, marketing, pro...
| Publicado en: | International Journal of the Book Vol. 6; no. 1; pp. 45 - 55 |
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| Autores principales: | , |
| Formato: | Artículo |
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Common Ground Research Networks
2009
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=36399770&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 36399770 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 14479516 17TF jtl: International Journal of the Book issn: 14479516 maglogo: N pubinfo: dt: 2009 vid: 6 iid: 1 pid: 22359 pub: Common Ground Research Networks artinfo: ui: 36399770 ppf: 45 ppct: 10 formats: fmt: @attributes: type: P size: 419KB tig: atl: Marketing Strategies for the Printed Book in Greece: Current Issues and Survey Results. aug: au: Banou, Christina Kostagiolas, Petros affil: Ionian University, Ionian Islands, Greece su: Books Publishing Mass media industry Book industry Bookstores Greeks Surveys Greece sug: subj: Greece Books Publishing Mass media industry Book industry Bookstores Greeks Surveys keyword: Marketing Printed Book Publishing Industry Survey ab: Books are unique products. The publishing industry is deeply influenced by the changes resulting from globalization, the ever-increasing competition and the rapid introduction of novel information technologies. These changes alter the book production, sales and pricing, advertisement, marketing, promotion and distribution processes. The paper focuses on marketing issues concerning the Greek book publishing industry. After providing an overview of the main features of the Greek publishing industry, which is representative of the small European book markets, the paper investigates marketing techniques and methods employed by the publishing companies in regard to the printed book in Greece. For that purpose a survey based on a structured questionnaire, which had been distributed to all the large and medium-sized Greek publishing companies, was carried out between May and July of 2007. The results of this research may contribute to the study of marketing issues of the Greek book publishing industry, and indeed may enlighten patterns of book policy by the publishing companies in Greece and other similar book markets. Furthermore, they may provide some issues of the Greek book market, and more particularly on the role of novel technologies, of open access, of mass media and of bookshops. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of International Journal of the Book is the property of Common Ground Research Networks and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: International Journal of the Book holder: Common Ground Research Networks dt: @attributes: year: 2009 holdings: @attributes: islocal: N |
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