西方出版产业营销战略:英文
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北京朝阳
认证卖家担保交易快速发货售后保障
作者苏世军//张养志
出版社中国人民大学出版社
ISBN9787300161471
出版时间2012-09
装帧平装
开本其他
定价31元
货号1200444199
上书时间2024-05-21
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目录
Part Ⅰ Fundamentals of Marketing in Publishing Industry
Chapter 1
Section Ⅰ The Economies for the Publisher
Section Ⅱ The Supply Chain for Books
Chapter 2
Section Ⅰ Marketing in Publishing
Section Ⅱ Direct Marketing
Chapter 3
Section Ⅰ Marketing Mix
Section Ⅱ Organizational Structure of Sales and Marketing
Chapter 4
Section Ⅰ Book Distribution Costs for Publishers
Section Ⅱ Defining Digital Print-on-Demand
Part Ⅱ Marketing Practices in Publishing Industry
Chapter 5
Section Ⅰ Book Sales
Section Ⅱ Book Selling Companies That Changed the Business
Chapter 6
Section Ⅰ Book Distribution
Section Ⅱ Bookseller
Chapter 7
Section Ⅰ How to Price Your Book
Section Ⅱ Marketing and Advertising Director
Chapter 8
Section Ⅰ How to Promote and Market Books Online
Section Ⅱ Strategic Book Marketing and ROI
Part Ⅲ Marketing in Publishing Industry in Digital Age
Chapter 9
Section Ⅰ Charting the Global Ebook Market
Section Ⅱ Text,Books and Publishers in the 21st Century
Chapter 10
Section Ⅰ Frankfurt Goes Electronic
Section Ⅱ The Future of Printed Books Versus the Electronic
Distribution of Content
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内容摘要
本书以西方出版经济学的基本概念为起点，介绍了出版物市场的结构和范畴、销售队伍的素养和职责、领导与被领导之间的关系、决定市场走向的诸多因素、各种营销战略和手段、不同种类出版物的市场预测、重大事件给市场带来的机遇和挑战、网络营销与传统营销的关系、英美出版物消息报道实例等方面，从理论和实践两方面构筑出从事出版物市场营销工作应掌握的基本要素。
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