Strategy for marketing in the west publishing industry

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作者：苏世军，张养志主编;李宝玲编著

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ISBN：9787300161471

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简介

简介

苏世军和张养志主编的《西方出版产业营销战略》以西方出版经济学的基本概念为起点，介绍出版物市场的结构和范畴、销售队伍的素养和职责、出版物网络营销与传统营销的关系，从理论和实践阐述从业者应掌握的基本要素。本套教材编写的基本原则，在于突出西方出版教育与实践有机融为—体的核心价值观。适合我国编辑出版专业或相关传媒类专业本科生和研究生使用，也可以作为我国出版及其相关产业专业人士的业务参考书。

Part Ⅰ Fundamentals of Marketing in Publishing Industry
Chapter 1
Section Ⅰ The Economies for the Publisher
Section Ⅱ The Supply Chain for Books
Chapter 2
Section Ⅰ Marketing in Publishing
Section Ⅱ Direct Marketing
Chapter 3
Section Ⅰ Marketing Mix
Section Ⅱ Organizational Structure of Sales and Marketing
Chapter 4
Section Ⅰ Book Distribution Costs for Publishers
Section Ⅱ Defining Digital Print-on-Demand
Part Ⅱ Marketing Practices in Publishing Industry
Chapter 5
Section Ⅰ Book Sales
Section Ⅱ Book Selling Companies That Changed the Business
Chapter 6
Section Ⅰ Book Distribution
Section Ⅱ Bookseller
Chapter 7
Section Ⅰ How to Price Your Book
Section Ⅱ Marketing and Advertising Director
Chapter 8
Section Ⅰ How to Promote and Market Books Online
Section Ⅱ Strategic Book Marketing and ROI
Part Ⅲ Marketing in Publishing Industry in Digital Age
Chapter 9
Section Ⅰ Charting the Global Ebook Market
Section Ⅱ Text,Books and Publishers in the 21st Century
Chapter 10
Section Ⅰ Frankfurt Goes Electronic
Section Ⅱ The Future of Printed Books Versus the Electronic
Distribution of Content
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