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...
Clasificación: | Libro Electrónico |
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Autor principal: | |
Formato: | Electrónico eBook |
Idioma: | Inglés |
Publicado: |
Hamburg :
Diplomica Verlag,
2014.
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Temas: | |
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.