Book Publishing (03:30)
Book publishing, the smallest of the mass media industries, remains a low profit business. Moving books from author, to publisher, to marketing, and on to readers continues to be a mystique.
Book Publishing Industry (03:23)
A segmented industry, book publishing targets a market based on subject demand. Educational publishing is driven by the markets it serves. Publishers take risks in the consumer market.
Marketing Tools Available to Publishers (05:22)
Marketing tools in the book industry includes ads, radio, reviews, direct mail, and author tours. The library is a major marketing place. Book jackets are used as a marketing tool.
Bookstore Competition (03:34)
Bookstores are a final link between publisher and audience. Booksellers are influenced by marketing and consumers. Knowing a clientele requires a mix of art, science, and business.
Barnes and Noble Marketing Concept (01:44)
Barnes and Noble creates a bookstore geared for customers. Many elements in marketing are due to store location. In the book industry, Barnes and Noble is a forerunner in price strategy.
Book Industry and New Technology (02:57)
The future of books has been called into question, while new technology could make books obsolete. A symbiotic relationship remains between movies and books. Publishers use various media.
Cross Media Ties and Books (05:39)
Technology, as a part of the book industry's future, allows publishers to supplement their products in different forms. Books remain a medium for most people.
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