Ranking of methods, techniques and tools for book marketing from the perspective of child and adolescent publishers

Taebi, Mahbobe and Fahimifar, Sepideh and Noruzi, Alireza Ranking of methods, techniques and tools for book marketing from the perspective of child and adolescent publishers. Library and Information Science, 2019, vol. 22, n. 1, pp. 91-121. [Journal article (Paginated)]


Download (861kB) | Preview

English abstract

Objective: The purpose of this research was identification and ranking of methods, techniques and tools for book marketing from the viewpoint of child and adolescent publishers. Methodology: The research has used quantitative methodology, library and survey method, and a questionnaire tool. In order to identify the techniques and tools, we first studied all the related works in the field of marketing of books and cultural goods. Then, by studying them, the methods, techniques and tools were scattered and the researchers set them up in a table format to identify the elements that influenced the marketing of books. In the next step, all factors were made in the form of a researcher-made questionnaire and its validity and reliability were measured. The statistical population of the study consisted of active Iranian publishers of children and adolescents in 2016, publishing more than 24 books. In total, according to the Cochran formula, 72 publishers participated in the research. The SPSS software was used to analyze the data. Findings: The findings showed that there is a significant difference between marketing methods based on Friedman test. Guerrilla marketing, direct and relationship marketing are the most important marketing methods used among the Iranian publishers and content marketing is at the lowest level. There is also a significance difference between marketing techniques among publishers. Results show that the most important techniques in each methods included: among direct marketing, catalog and direct post; among cooperative marketing techniques are most concerned with allocating credit to buyers based on their Internet purchases last year; among the guerrilla marketing techniques associated with a customer and an effort to create a sense of friendship; among the content marketing techniques of producing appropriate content; among the viral marketing techniques, the use of various media; among the Internet marketing techniques, search engine optimization; among the sensory marketing techniques of the variables of point of purchase (packaging and appearance of goods); among the techniques of the relationship market communication to build and maintain relationships with our customers. In addition, telephone and print advertising are the most important tools used by publishers in this field. Conclusion: Given the limited use of winding devices in public places, it is recommended that publishers use these devices. In particular, a part of their book will be inserted on their website to encourage readers to increase their advertising through various media. Also, using the poll form will increase the awareness of publishers about the wishes and needs of users. Also, the use of content marketing is suggested by presenting book materials in various formats. Moreover, publishers need more effort to achieve the desired status.

Item type: Journal article (Paginated)
Keywords: Book marketing, Publishing, Child publisher, Adolescent publishers, Iran
Subjects: E. Publishing and legal issues. > EB. Printing, electronic publishing, broadcasting.
E. Publishing and legal issues. > EC. Book selling.
Depositing user: Alireza Noruzi
Date deposited: 20 Aug 2019 20:11
Last modified: 20 Aug 2019 20:11
URI: http://hdl.handle.net/10760/38923


Abdulwand, Mohammad Ali, Heidarzadeh, Kambiz, & Najafi pirasteh, Maryam (2010). Evaluation of Direct Marketing Use in Nonprofit Services. Management Research, 84, 105-121. (in Persian)

Akbari, A., nejat, S., & shirkhodaie, M. (2015). Investigating Effects of Relationship Marketing Tactics on Customer Satisfaction and Loyalty (Iran Insurance Company). New Marketing Research Journal, 5(1), 129-148. (in Persian)

Asemi, S. (2000). Electronic commerce: Marketing strategies in online book vending.

Athy, A. M. (2008). Selling to the Experts: Marketing Professional and Scholarly Books. Master of Science in Publishing. Retrieved November 16, 2017, from http://digitalcommons.pace.edu/dyson_mspublishing/5

Azarang, Abdolhossein (2000). One of the Causes of Mighty style in Book Publishing (relationship between publication pattern and supportive policies). Book World, 5 (23-24), 10-14. (in Persian)

Bansal, H. S., Taylor, S. F., & James, Y. (2005). Migrating to New Service Providers: Toward a Unifying Framework of Consumers Switching Behaviors. Journal of the Academy of Marketing Science, 33(1), 96-115.

Behbahani, Armin, Hasan Gholipour, Tahmoorth, & Aghazadeh, Hashem (2012). Investigating the Role of Relationship Marketing Tactics on Customer Loyalty (case study of ATKA chain stores). Master's Thesis, University of Tehran. Faculty of Management. (in Persian)

Bordbar, Behnam, & Hasangholipour, Tahmoorth (2015). Ethics, the 11 Th. Key Word of Guerrilla Marketing in Academic Competitions, 4(13), 539-558.

Chevalier, J.A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews, Journal of Marketing Research, 43(2), 345-354.

Christopher, N. (2010). Applying Marketing Concepts to Book Publishing in Nigeria. Journal of International Social Research, 3(11), 206-212.

Cole, D. (2003). The Complete Guide to Book Marketing. New York: Allworth Press. Encyclo Pedia of Library and Information science (1970). Vol, 2. “Book trade”. 100.

Fathollah Zadeh, F. (1394). Social Media and E-Commerce: Investing in Minds in the 21st Century. Mehr book, (17 and 18), 44-61. (in Persian)

Haghighi, Mohammad, Hosseini, Seyyed Hassan., Asgaryeh Ahari, Hamed, Arian, Abolfazl, & Darikndeh, Ali (2013). Effects of Marketing Tactics Relationship on Customer Loyalty from the Perspective of Irancell Customers. New Marketing Research Journal, 2(4), 44-62. (in Persian)

Hamzah, A. (1996). A Study of Book Marketing in Publishing Houses in Peninsular Malaysia: contexts, practices, problems. Retrieved November 15, 2016, from http://www.storre.stir.ac.uk/handle/1893/3460#.Wg3UWK9EmM8

Heidarzadeh, Kambiz, & Azhadi Tehrani, Sharareh. (2007). Partisan Marketing against Traditional Marketing: A New Approach to Marketing. Tadbir, 180, 49-53. (in Persian)

Heirani, Elaheh, & Rojuee, Morteza (2013). Effect of Marketing Mix on the Purchase of Children’s Books in order to find the Optimal Marketing Strategy. Publishing, 2 (5).

Howell, Kevin (2002). Head for co-op. Publishers Weekly, 12 August 2002. From https://www.publishersweekly.com/pw/print/20020812/23084-a-head-for-co-op.html

Huang, Y., & Yang, W. (2012). Using networked narratives to understand internet book reviews in online communities. The Electronic Library. 32(1), 17-30.

Jaberi, Elaheh (1391). Review the Views of Publishers, Experts and Audiences on the Types of Mass Media in Selling and Introducing Books. Master's thesis of Imam Reza University, Faculty of Literature and Humanities, Tehran. (in Persian)

Jalali Gorgan, Mohammad Taghi, & Mehrani, Hormoz (2013). Investigating the relationship between relationship marketing methods and rebate behavior in retail stores in Gorgan. Researcher (Management), 10 (30), 57-72. (in Persian)

Jalilvand, Mohammadreza, & Ebrahimi, Abolghasem. (2012). The Influence of Word of Mouth on Purchase of Local Made Cars (Case Study: Samand from Iran Khodro Company in City of Isfahan). Journal of Business Management, 4(13), 50-75. (in Persian)

Jazani, Nasrin, Masayebi, Alireza, & Khoram, Jalal (2014). Sensory Marketing Conceptualization in Investigating the Effect of Intuitive Sensory Inventory on Purchaser's Behavior at Point of Purchase. the first National Marketing Conference: Opportunities and Challenges. Mashhad: Ferdowsi University. (in Persian)

Karimzadeh, Abbas (1998). Scientific Methods of Food Marketing Necessity of Growth of FoodI and Development of Non-oil Exports. Agricultural Economics and Development, 22, 67-88. (in Persian)

Kotler, P., & Armstrong, G. (2008). Principles of Marketing (Vol. II), Translation: Ali Parsaeean. Tehran: New World. (in Persian)

Kreidieh, S. (2015). Publishing and Marketing Lebanese Children's Books in the Arab world PhD, Oxford Brookes University.

Levinson, J. (2009). Guerrilla Marketing, Translation: Homayoun Rukni Qajar. Tehran: Sita.

Lam, L. (2010). E-Marketing Channels: The Digital Influence on Small Sized Businesses.

Laing, A. (2008), Bookselling Culture and Consumer Behaviour: Marketing strategies and responses in traditional and online environments. PhD Thesis, Robert Gordon University, Aberdeen.

Mallin, M., & Finkle, T.A. (2007). Social Entrepreneurship and Direct Marketing. Direct Marketing: An International Journal, 1(2), 68-77.

Mataleh, Vida, Hemmati, Mohammad, & Amin Bidokhty, Ali Akbar (2013). Prioritizing a variety of marketing methods based on customer attraction indicators in aviation companies (Case study: Shiraz, Iran). Master's thesis, Faculty of Tourism, Semnan. (in Persian)

Molavi, Soleiman, Abesy, Saeed, & Shah Tahmasebi, Ismaeil (2013). Prioritizing the Indices and Dimensions of Success in the Marketing of Academic Books. Culture-Communication Studies, 14 (21), 29-53. (in Persian)

Namdar Joyami, Ehsan, & Taban, Mohammad (2015). Examination of the Relationship of Mouth Communication on Buying Handsets Domestic Production (Case Study GLX G5 Phone Buyers in Isfahan City for the Relevant Agencies). Jounal of Marketing Management, 10(29), 41-54. (in Persian)

Naseri, Zahra (2016). Awareness of the Most Popular Publishers of Content Marketing, Proceedings of the 2nd National Book and Publishing Conference, Tehran, Iran February 24, 1395. Tehran: Office of Science.73-94.

Naseri, Z., & Noruzi, A. (2018). Content marketing process model: A meta-synthesis of the literature. Webology, 15(1), 8-18.

Parvin, Mohammad, Aghazadeh, Hashem, & Hassangholipoor, Tahmoorth (2011). Investigating Factors Affecting the Success of Viral Marketing in Small and Medium Enterprises. Master's Thesis, University of Tehran, Faculty of Management. (in Persian)

Poursalehi, Nastaran (1387). From Packaging and Marketing to the P of Reading. Mehr, (72). Retrieved December 25, 1395, from http://old.sooremehr.ir/magentry.asp?id=8842

Okwilagwe, O. A., & Njoku, I. F. (2002). Utilization of Information Communication Technologies (ICTs) for Book Marketing in Nigeria. Nigerian Journal of Clinical and Counselling Psychology, 8(2), 189-204.

Peng, L., & Wang, Q. (2006). Impact of Relationship Marketing Tactics (RMTs) on Switchers and Stayers in a Competitive Service Industry. Journal of Marketing Management, 22, 25-59.

Pi, S. S. H. (2006). Online Publicity and Marketing in a Book Publishing House , Doctoral dissertation, Master of Publishing Program-Simon Fraser University).

Rielly, E. A. (2011). The Marketing Plan in scholarly publishing: A study of the University of British Columbia Press.

Rojuee, Morteza, Ezzatzadeh, Mastooreh, & Saeedi, Somayyeh (2015). Analyzing Factors Affecting on Internet Marketing Success in Selling E-books. Journal of Academic librarianship and Information Research, 49(2), 255-275. (in Persian)

Salarzehi, Habibolah, & Tashakorian Jahromi, Alireza (2015). Marketing: modern approches. Zahedan: University of Sistan and Baluchestan; Book of Mehrban Publishing. (in Persian)

Samadi, Mansur, Nourani, Mohammad., & Farsi Zadeh, Hossein (2009). The Effect of Communication Marketing Methods on Shopping Behavior in Clothing Stores Using Structural Equation Model. Trade studies, 53, 202-223. (in Persian)

Saunders, Rebeka (2006). Step by Step with the Best Example of E-Commerce AMAZON.COM, translation: Shahrouz Farhang. Tehran: Education Development, Education Key. (in Persian)

Sinclair, K. E. (2006). Academic Sales for Literary Publishers: A Study of Nightwood Editions and the College Market. Burnaby B.C.: Simon Fraser University.

Tabriznia, Mojtaba, & Afghahi, Ismaeil. (2015). Statistics of book publishing in Iran (1358 to 1393), Tehran: Book House. (in Persian)

Tseng, Y. M. (2007).The Impacts of Relationship Marketing Tactics on Relationship Quality in Service Industry. The Business Review, 7 (2), 310-314.

Valamagham, Fatemeh, & Valipour, Peyman (2016). Marketing methods in the supply of clothing. Textile Today, 18 (163), pp. 62-66. (in Persian)

Vegholm, F. (2011). Relationship Marketing and the Management of Corporate Image in the Bank - SME Relationship. Management Research Review, 34(3), 325-326.

Vikman, J. (2016). Sosiaalisen median hyödyntäminen sisältömarkkinoinnissa. Laurea-ammattikorkeakoulu.

What is content marketing? (2013). Khoshe, 332, 26.


Downloads per month over past year

Actions (login required)

View Item View Item