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150223s2014 gw a obf 000 0 eng d |
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|a E7B
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|a 902418378
|a 923880154
|a 961578256
|a 962700384
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|a 9783842811003
|q (electronic bk.)
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|a 3842811004
|q (electronic bk.)
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|z 9783842861008
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|a (OCoLC)906186324
|z (OCoLC)902418378
|z (OCoLC)923880154
|z (OCoLC)961578256
|z (OCoLC)962700384
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|a Z283
|b .S88 2014eb
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|a HCDD
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|a Sutton, Kim Maya,
|e author.
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|a How contemporary publishers reach out to their customers :
|b transition from B2B to B2C marketing in the publishing industry /
|c Kim Maya Sutton.
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| 264 |
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|a Hamburg :
|b Diplomica Verlag,
|c 2014.
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| 300 |
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|a 1 online resource (87 pages) :
|b illustrations
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| 336 |
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|a text
|b txt
|2 rdacontent
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|a computer
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|2 rdamedia
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|a online resource
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|a Includes bibliographical references.
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|a Online resource; title from PDF title page (ebrary, viewed February 23, 2015).
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|a 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.
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|a 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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|a 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 attract loyal individual consumers. Publishers are already making varying use of the internet and social media in 2011. This research first analyzes existing literature on marketing and e-marketing, particularly in the publishing industry. It then focuses on seven publishers' online presences, and the.
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|a Publishers and publishing
|v Handbooks, manuals, etc.
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|a Electronic commerce
|x Management.
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|a Marketing
|x Management
|v Handbooks, manuals, etc.
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|a Customer relations.
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|a BUSINESS & ECONOMICS
|x Industrial Management.
|2 bisacsh
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|a BUSINESS & ECONOMICS
|x Management.
|2 bisacsh
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|a BUSINESS & ECONOMICS
|x Management Science.
|2 bisacsh
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|a BUSINESS & ECONOMICS
|x Organizational Behavior.
|2 bisacsh
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|a Customer relations
|2 fast
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| 650 |
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|a Electronic commerce
|x Management
|2 fast
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| 650 |
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|a Marketing
|x Management
|2 fast
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|a Publishers and publishing
|2 fast
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| 655 |
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|a handbooks.
|2 aat
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|a Handbooks and manuals
|2 fast
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|a Handbooks and manuals.
|2 lcgft
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|a Guides et manuels.
|2 rvmgf
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|i has work:
|a How contemporary publishers reach out to their customers (Text)
|1 https://id.oclc.org/worldcat/entity/E39PCFDhWCYDCT47dMW8H7fkTb
|4 https://id.oclc.org/worldcat/ontology/hasWork
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0 |
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|i Print version:
|a Sutton, Kim Maya.
|t How Contemporary Publishers Reach Out to Their Customers: Transition from B2B to B2C Marketing in the Publishing Industry.
|d Hamburg : Diplomica Verlag, ©2013
|z 9783842861008
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| 856 |
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|u https://ebookcentral.proquest.com/lib/holycrosscollege-ebooks/detail.action?docID=1897053
|y Click for online access
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|a EBC-AC
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|a 92
|b HCD
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