<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Many famous intellectuals, artists and writers stress various positive aspects of reading. Scientific research in medicine and psychology also prove the positive outcomes of reading. Therefore, it is not a surprise that books are highly valued by societies. Nevertheless, book reading seems to be a rarity in some societies. Although reading is beneficial, the book market is not flourishing in many countries, including Romania. The present paper sets a framework for developing marketing strategies that could be used by Romanian publishers to attract more readers. The methodology comprises two parts. A first section is dedicated to the Romanian book market. Investigating its specificity helps us pinpoint the references for successful marketing strategies. The second part is based on the analysis of the scarce literature on marketing in the book industry in order to identify key aspects and vulnerabilities of marketing strategy in this sector.</p></abstract>

Many famous intellectuals, artists and writers stress various positive aspects of reading. Scientific research in medicine and psychology also prove the positive outcomes of reading. Therefore, it is not a surprise that books are highly valued by societies. Nevertheless, book reading seems to be a rarity in some societies. Although reading is beneficial, the book market is not flourishing in many countries, including Romania. The present paper sets a framework for developing marketing strategies that could be used by Romanian publishers to attract more readers. The methodology comprises two parts. A first section is dedicated to the Romanian book market. Investigating its specificity helps us pinpoint the references for successful marketing strategies. The second part is based on the analysis of the scarce literature on marketing in the book industry in order to identify key aspects and vulnerabilities of marketing strategy in this sector.

How to Sell a Book? Insights from Romania

alexandra.zbuchea@facultateademanagement.ro

National University of Political Studies and Public Administration

Management Dynamics in the Knowledge Economy

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"How to Sell a Book? Insights from Romania"}

Many famous intellectuals, artists and writers stress various positive aspects of reading. Scientific research in medicine and psychology also prove the...

How to Sell a Book? Insights from Romania

Published Online: Mar 31, 2020

Page range: 423 - 436

Received: May 01, 2019

Accepted: Jul 21, 2019

DOI: https://doi.org/10.25019/mdke/7.3.09

Keywords
book market, book marketing, e-newsletter, publishing houses, booksellers, Romania

© 2019 Alexandra Zbuchea et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

How to Sell a Book? Insights from Romania

Published Online: Mar 31, 2020

Page range: 423 - 436

Received: May 01, 2019

Accepted: Jul 21, 2019

DOI: https://doi.org/10.25019/mdke/7.3.09

Keywordsbook market, book marketing, e-newsletter, publishing houses, booksellers, Romania

© 2019 Alexandra Zbuchea et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
book market, book marketing, e-newsletter, publishing houses, booksellers, Romania