Publishing program: communication bridge and marketing strategy

Шпак, Віктор Іванович and Бондар, Юрій Володимирович (2021) Publishing program: communication bridge and marketing strategy Вісник Книжкової палати (4). pp. 3-9. ISSN 2076-9326; 2076-9555

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Abstract

A modern publisher, in order to be successful, needs proper positioning, which would distinguish it among others, make it noticeable and necessary for the reader, and therefore - in demand in the market. The article considers the issue of creating a competitive publishing program as a component and prerequisite for a successful marketing strategy for publishing intellectual literature. The results of a sociological rapid study (with the participation of 223 doctors, candidates of science and other scientists) were published, the purpose of which was to determine the range of book publications that are significant and important for the scientific community; development of recommendations of the publishing and communication policy of the publishing organization in the context of establishing effective social communications; promotion and offer to the reader of so-called "big books". The results of this study are presented in comparison with the results of others conducted by the authors before, in particular among the audience of readers under 25 years of age. The survey also reflects the popularity rating of individual authors among scientists. The study will contribute to the formation of publishing policy and the creation of specific marketing programs by the subjects of publishing.

Item Type: Article
Uncontrolled Keywords: "great books"; publishing house; publishing activity; publishing program; intellectual literature; book marketing; Marketing researches; social communications
Subjects: Статті у журналах > Фахові (входять до переліку фахових, затверджений МОН)
Divisions: Інститути > Інститут журналістики > Кафедра видавничої справи
Depositing User: доцент Віктор Іванович Шпак
Date Deposited: 17 Nov 2021 12:56
Last Modified: 17 Nov 2021 12:56
URI: https://elibrary.kubg.edu.ua/id/eprint/38711

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