●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......
內容簡介
本書以西方出版經濟學的基本概念為起點，介紹了出版物市場的結構和範疇、銷售隊伍的素養和職責、領導與被領導之間的關繫、決定市場走向的諸多因素、各種營銷戰略和手段、不同種類出版物的市場預測、重大事件給市場帶來的機遇和挑戰、網絡營銷與傳統營銷的關繫、英美出版物消息報道實例等方面，從理論和實踐兩方面構築出從事出版物市場營銷工作應掌握的基本要素。
