西方出版产业营销战略

Part Ⅰ Fundamentals of Marketing in Publishing Industry

Chapter 1

Section Ⅰ The Economies for the

Publisher

Section Ⅱ The Supply Chain for Books

Chapter 2

Section Ⅰ Marketing in

Publishing

Section Ⅱ Direct Marketing

Chapter 3

Section Ⅰ Marketing Mix

Section Ⅱ Organizational Structure of

Sales and Marketing

Chapter 4

Section Ⅰ Book Distribution Costs

for Publishe

Section Ⅱ Defining Digital

Print-on-Demand

Part Ⅱ Marketing Practices in Publishing Industry

Chapter 5

Part Ⅰ Fundamentals of Marketing in Publishing Industry

Chapter 1

Section Ⅰ   The Economies for the

Publisher

Section Ⅱ  The Supply Chain for Books

Chapter 2

Section Ⅰ   Marketing in

Publishing

Section Ⅱ  Direct Marketing

Chapter 3

Section Ⅰ   Marketing Mix

Section Ⅱ  Organizational Structure of

Sales and Marketing

Chapter 4

Section Ⅰ   Book Distribution Costs

for Publishe

Section Ⅱ  Defining Digital

Print-on-Demand

Part Ⅱ Marketing Practices in Publishing Industry

Chapter 5

Section Ⅰ   Book Sales

Section Ⅱ  Book Selling Companies That

Changed the Business

Chapter 6

Section Ⅰ   Book Distribution

Section Ⅱ  Bookseller

Chapter 7

Section Ⅰ   How to Price Your

Book

Section Ⅱ   Marketing and Advertising

Director

Chapter 8

Section Ⅰ  How to Promote and Market Books

Online

Section Ⅱ  Strategic Book Marketing and

ROI

Part Ⅲ  Marketing in Publishing Industry in Digital Age

Chapter 9

Section Ⅰ  Charting the Global Ebook

Market

Section Ⅱ  Text,Books and Publishe in the

21st Century

Chapter 10

Section Ⅰ   Frankfurt Goes

Electronic

Section Ⅱ   The Future of Printed

Books Veus the Electronic

Distribution of Content

阅读理解参考答案

    
苏世军和张养志主编的《西方出版产业营销战略》以西方出版经济学的基本概念为起点，介绍出版物市场的结构和范畴、销售队伍的素养和职责、出版物网络营销与传统营销的关系，从理论和实践阐述从业者应掌握的基本要素。
本套教材编写的基本原则，在于突出西方出版教育与实践有机融为—体的核心价值观。适合我国编辑出版专业或相关传媒类专业本科生和研究生使用，也可以作为我国出版及其相关产业专业人士的业务参考书。