MARKETING STRATEGIES OF SELECTED BOOK PUBLISHERS IN NIGERIA

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Department of Education

86 Pages 9,862 Words 349 Views PDF Format No. of Chapters: 1 to 5 Chapters
Reference/Bibliography: YES 30.00 USD PROJECT
Abstract
Marketers employs various marketing techniques to sell published books to diverse group of customers. The study was designed to investigate the types of marketing strategies book publishers employ, in Nigeria, criteria for choice of particular marketing strategies, and (he types of promotion methods and distribution channels used. The study formulated five research questions. The survey research method was adopted for the study. The subjects studied were 40 marketing managers and 60 sales representatives drawn from 26 publishing houses selected across Nigeria. The instruments used for data collection were questionnaire, interviews and documentary sources. Data gathered were analysed descriptively using tables, percentages. The study discovered that Book publishers in Nigeria employ various marketing strategies in the conduct of their business, from the responses obtained from marketing managers, 23 (83.5%) indicated that their publishing companies desire to become market leaders. On the criteria for the choice of marketing strategics, the marketing managers identified environmental factors 50.0% and marketing and sales objective 46-2% as the major determinant. The opening of more Book depots in all parts of Nigeria, the need for book publishers to pool resources together in their marketing efforts and the imperative of employing and . integrating e-book selling technique by book publishers in Nigeria are some of the recommendations put forward by this research.

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86 Pages 9,862 Words 349 Views PDF Format No. of Chapters: 1 to 5 Chapters
Reference/Bibliography: YES 30.00 USD PROJECT

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