Study Cycle: 2
Lecturer(s): prof. dr. Kovač Mihael
Differences between books and other marketable goods. Methodology for book market research. Marketing research in publishing. Targeting and positioning. Marketing and disruptive technologies. Marketing of printed and electronic books. Marketing tools in book publishing. Marketing tools in digital publishing. Marketing and planning strategies for publisher's lists. Coordination and control of book publishing sales channels. Role of bookstores in analogue and digital environment. Case-analysis of succesfull and unsuccessfull approaches in book marketing. Marketing plans in electronic and print publishing.