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...

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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
Tabla de Contenidos:
  • Acknowledgements; Glossary; Abbreviations; Table of Contents; List of Figures; List of Tables; Abstract; 1 Introduction; 1.1 Synopsis; 1.2 Background to Research; 1.3 Research Questions; 1.4 Methodology; 1.5 Outline of the Dissertation; 1.6 Contribution of Research and Conclusion; 2 Marketing in the Publishing Industry; 2.1 Introduction; 2.2 Key Terms Defined; 2.3 Introduction to Marketing; 2.4 Publishers' Marketing; 2.5 Traditional B2C Marketing in the Publishing Industry; 2.6 B2C E-marketing in the Publishing Industry; 2.7 Conclusion; 3 Conceptual Model; 3.1 Introduction.
  • 3.2 Current Publishers' B2C Marketing3.3 Limitations of this Model; 3.4 Conclusion; 4 Researched Publishers; 4.1 Introduction; 4.2 Overview of Publishers; 4.3 In-Depth Case Profiles; 4.4 Cross-Case Summary; 4.5 Conclusion; 5 Discussion of the Findings; 5.1 Introduction; 5.2 Findings; 5.3 Implications and Revision to the Model; 5.4 Conclusion; 6 Conclusions and Recommendations for Further Research; 6.1 Introduction; 6.2 Contribution to Knowledge and Recommendations; 6.3 Limitations; 6.4 Implications for Further Research; 6.5 Conclusion; References; About the author.

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