publication . Article . 2011

Strategic Brand Management Tools in Publishing

Pitsaki, Irini;
Open Access
  • Published: 01 Jan 2011 Journal: International Journal of the Book, volume 8, pages 103-112 (issn: 1447-9516, Copyright policy)
  • Publisher: Common Ground Research Networks
  • Country: United Kingdom
Further to the introduction of the brand concept evolution and theory, as well as the ways these operate in the publishing sector (see paper: Pitsaki, I. 2010), the present paper treats publishing strategies and the tools used to establish them. Publishers often base their brand strategy on classic marketing approaches, such as the marketing mix -product, price, promotion, placement and people. They also direct their products to specific market segments in regard to the type of content and texts (generalist universal, specialized universal and specialized local strategy). However, advanced marketing models and tools are often ignored by publishers. This paper sh...
free text keywords: N500, P400, W200
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