How contemporary publishers reach out to their customers :: transition from B2B to B2C marketing in the publishing industry /
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...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hamburg :
Diplomica Verlag,
2014.
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| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 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. |
| Beschreibung: | 1 online resource (87 pages) : illustrations |
| Bibliographie: | Includes bibliographical references. |
| ISBN: | 9783842811003 3842811004 |
Internformat
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| 100 | 1 | |a Sutton, Kim Maya, |e author. | |
| 245 | 1 | 0 | |a How contemporary publishers reach out to their customers : |b transition from B2B to B2C marketing in the publishing industry / |c Kim Maya Sutton. |
| 264 | 1 | |a Hamburg : |b Diplomica Verlag, |c 2014. | |
| 300 | |a 1 online resource (87 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
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| 504 | |a Includes bibliographical references. | ||
| 588 | 0 | |a Online resource; title from PDF title page (ebrary, viewed February 23, 2015). | |
| 505 | 0 | |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. | |
| 505 | 8 | |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. | |
| 520 | |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. | ||
| 650 | 0 | |a Publishers and publishing |v Handbooks, manuals, etc. | |
| 650 | 0 | |a Electronic commerce |x Management. | |
| 650 | 0 | |a Marketing |x Management |v Handbooks, manuals, etc. | |
| 650 | 0 | |a Customer relations. |0 http://id.loc.gov/authorities/subjects/sh85034963 | |
| 650 | 6 | |a Commerce électronique |x Gestion. | |
| 650 | 6 | |a Marketing |x Gestion |v Guides, manuels, etc. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Customer relations |2 fast | |
| 650 | 7 | |a Electronic commerce |x Management |2 fast | |
| 650 | 7 | |a Marketing |x Management |2 fast | |
| 650 | 7 | |a Publishers and publishing |2 fast | |
| 655 | 7 | |a handbooks. |2 aat | |
| 655 | 7 | |a Handbooks and manuals |2 fast | |
| 655 | 7 | |a Handbooks and manuals. |2 lcgft |0 http://id.loc.gov/authorities/genreForms/gf2014026109 | |
| 655 | 7 | |a Guides et manuels. |2 rvmgf | |
| 758 | |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 | ||
| 776 | 0 | 8 | |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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Datensatz im Suchindex
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| _version_ | 1816796918137749504 |
| adam_text | |
| any_adam_object | |
| author | Sutton, Kim Maya |
| author_facet | Sutton, Kim Maya |
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| author_variant | k m s km kms |
| building | Verbundindex |
| bvnumber | localFWS |
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| collection | ZDB-4-EBU |
| contents | 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. 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. |
| ctrlnum | (OCoLC)906186324 |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.812 |
| dewey-search | 658.812 |
| dewey-sort | 3658.812 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| publisher | Diplomica Verlag, |
| record_format | marc |
| spelling | Sutton, Kim Maya, author. How contemporary publishers reach out to their customers : transition from B2B to B2C marketing in the publishing industry / Kim Maya Sutton. Hamburg : Diplomica Verlag, 2014. 1 online resource (87 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references. Online resource; title from PDF title page (ebrary, viewed February 23, 2015). 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. 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. 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. Publishers and publishing Handbooks, manuals, etc. Electronic commerce Management. Marketing Management Handbooks, manuals, etc. Customer relations. http://id.loc.gov/authorities/subjects/sh85034963 Commerce électronique Gestion. Marketing Gestion Guides, manuels, etc. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Customer relations fast Electronic commerce Management fast Marketing Management fast Publishers and publishing fast handbooks. aat Handbooks and manuals fast Handbooks and manuals. lcgft http://id.loc.gov/authorities/genreForms/gf2014026109 Guides et manuels. rvmgf has work: How contemporary publishers reach out to their customers (Text) https://id.oclc.org/worldcat/entity/E39PCFDhWCYDCT47dMW8H7fkTb https://id.oclc.org/worldcat/ontology/hasWork Print version: Sutton, Kim Maya. How Contemporary Publishers Reach Out to Their Customers: Transition from B2B to B2C Marketing in the Publishing Industry. Hamburg : Diplomica Verlag, ©2013 9783842861008 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1007188 Volltext |
| spellingShingle | Sutton, Kim Maya How contemporary publishers reach out to their customers : transition from B2B to B2C marketing in the publishing industry / 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. 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. Publishers and publishing Handbooks, manuals, etc. Electronic commerce Management. Marketing Management Handbooks, manuals, etc. Customer relations. http://id.loc.gov/authorities/subjects/sh85034963 Commerce électronique Gestion. Marketing Gestion Guides, manuels, etc. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Customer relations fast Electronic commerce Management fast Marketing Management fast Publishers and publishing fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85034963 http://id.loc.gov/authorities/genreForms/gf2014026109 |
| title | How contemporary publishers reach out to their customers : transition from B2B to B2C marketing in the publishing industry / |
| title_auth | How contemporary publishers reach out to their customers : transition from B2B to B2C marketing in the publishing industry / |
| title_exact_search | How contemporary publishers reach out to their customers : transition from B2B to B2C marketing in the publishing industry / |
| title_full | How contemporary publishers reach out to their customers : transition from B2B to B2C marketing in the publishing industry / Kim Maya Sutton. |
| title_fullStr | How contemporary publishers reach out to their customers : transition from B2B to B2C marketing in the publishing industry / Kim Maya Sutton. |
| title_full_unstemmed | How contemporary publishers reach out to their customers : transition from B2B to B2C marketing in the publishing industry / Kim Maya Sutton. |
| title_short | How contemporary publishers reach out to their customers : |
| title_sort | how contemporary publishers reach out to their customers transition from b2b to b2c marketing in the publishing industry |
| title_sub | transition from B2B to B2C marketing in the publishing industry / |
| topic | Publishers and publishing Handbooks, manuals, etc. Electronic commerce Management. Marketing Management Handbooks, manuals, etc. Customer relations. http://id.loc.gov/authorities/subjects/sh85034963 Commerce électronique Gestion. Marketing Gestion Guides, manuels, etc. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Customer relations fast Electronic commerce Management fast Marketing Management fast Publishers and publishing fast |
| topic_facet | Publishers and publishing Handbooks, manuals, etc. Electronic commerce Management. Marketing Management Handbooks, manuals, etc. Customer relations. Commerce électronique Gestion. Marketing Gestion Guides, manuels, etc. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. Customer relations Electronic commerce Management Marketing Management Publishers and publishing handbooks. Handbooks and manuals Handbooks and manuals. Guides et manuels. |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1007188 |
| work_keys_str_mv | AT suttonkimmaya howcontemporarypublishersreachouttotheircustomerstransitionfromb2btob2cmarketinginthepublishingindustry |