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DIGITAL MARKETING IN THE BOOK INDUSTRY.

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dc.contributor.author Nascimento, S.P.R.
dc.date.accessioned 2017-09-29T06:32:08Z
dc.date.available 2017-09-29T06:32:08Z
dc.date.issued 2017
dc.identifier.citation Nascimento, S.P.R.(2017). DIGITAL MARKETING IN THE BOOK INDUSTRY. International Conference on Advanced Marketing 2017. Department of Marketing Management, University of Kelaniya, Sri Lanka.p 103. en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/17653
dc.description.abstract Marketing in the book industry has followed the same strategies. Digital marketing has scarcely been used by companies such as the Portuguese bookstore franchise Bertrand. Bertrand is one of the oldest bookstores in the world. Nowadays, consumers tend to look at social media (i.e Facebook and Instagram) as a way to learn about new products, sales and product reviews. According to Solomon in “Consumer behavior: A European perspective” buyers take into account mouth to mouth information far more than advertising. They seek opinions of others to know if the product is reliable or not. We are to pursue this concept applied to major book companies, comparing those who use the principles of Digital Marketing and those who have classic marketing strategies. Bookdepository and Amazon have been proficient in using digital marketing as an efficient tool to attract readers. What I propose is analyzing how digital marketing can boost the book industry and change the consumers’ perspective on book consumption. en_US
dc.language.iso en en_US
dc.publisher Department of Marketing Management, University of Kelaniya,Sri Lanka. en_US
dc.subject Digital Marketing en_US
dc.subject Book Publishing en_US
dc.subject Brand en_US
dc.subject Marketing Strategy en_US
dc.subject Social Media en_US
dc.title DIGITAL MARKETING IN THE BOOK INDUSTRY. en_US
dc.type Article en_US


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