Abstract:

What are the marketing objectives of a large publishing house, and where are the problems? The activities of a publishing house are divided along classic lines into the major activities of advertising, editorial and distribution. In the field of marketing, the scientific method of bringing an article on the market, we would be well advised to consider specially editorial production, because this is the central marketing problem for the publisher. Production in other industries is largely a matter of operational research. In the publishing business, and here I refer to the editorial phase of our work, it is anything but easy to manage.