How contemporary publishers reach out to their customers : transition from B2B to B2C marketing in the publishing industry /

This study focuses on business-to-consumer (B2C) e-marketing in the publishing industry. Random House CEO Dohle suggested a transition from B2B marketing to B2C marketing and Shatzkin, CEO of The Idea Logical Company, added this transition would be a good way to strengthen brands in publishing, and...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Sutton, Kim Maya (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hamburg : Diplomica Verlag, 2014.
Temas:
Publishers and publishing > Handbooks, manuals, etc.
Electronic commerce > Management.
Marketing > Management > Handbooks, manuals, etc.
Customer relations.
Commerce électronique > Gestion.
Marketing > Gestion > Guides, manuels, etc.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Customer relations
Electronic commerce > Management
Marketing > Management
Publishers and publishing
handbooks.
Handbooks and manuals
Handbooks and manuals.
Guides et manuels.
Acceso en línea:Texto completo
Descripción
Sumario:This study focuses on business-to-consumer (B2C) e-marketing in the publishing industry. Random House CEO Dohle suggested a transition from B2B marketing to B2C marketing and Shatzkin, CEO of The Idea Logical Company, added this transition would be a good way to strengthen brands in publishing, and attract loyal individual consumers. Publishers are already making varying use of the internet and social media in 2011. This research first analyzes existing literature on marketing and e-marketing, particularly in the publishing industry. It then focuses on seven publishers' online presences, and the.
Descripción Física:1 online resource (87 pages) : illustrations
Bibliografía:Includes bibliographical references.
ISBN:9783842811003
3842811004

Ejemplares similares