西方出版產(chǎn)業(yè)營(yíng)銷戰(zhàn)略

內(nèi)容概要

　　《西方編輯出版理論與實(shí)務(wù)（英文版）系列教材：西方出版產(chǎn)業(yè)營(yíng)銷戰(zhàn)略》以西方出版經(jīng)濟(jì)學(xué)的基本概念為起點(diǎn)，介紹出版物市場(chǎng)的結(jié)構(gòu)和范疇、銷售隊(duì)伍的素養(yǎng)和職責(zé)、出版物網(wǎng)絡(luò)營(yíng)銷與傳統(tǒng)營(yíng)銷的關(guān)系，從理論和實(shí)踐闡述從業(yè)者應(yīng)掌握的基本要素?！段鞣骄庉嫵霭胬碚撆c實(shí)務(wù)（英文版）系列教材：西方出版產(chǎn)業(yè)營(yíng)銷戰(zhàn)略》編寫的基本原則，在于突出西方出版教育與實(shí)踐有機(jī)融為一體的核心價(jià)值觀。適合我國(guó)編輯出版專業(yè)或相關(guān)傳媒類專業(yè)本科生和研究生使用，也可以作為我國(guó)出版及其相關(guān)產(chǎn)業(yè)專業(yè)人士的業(yè)務(wù)參考書。

書籍目錄

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 Publishers    Section Ⅱ  Defining Digital Print-on-DemandPart 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 ROIPart Ⅲ  Marketing in Publishing Industry in Digital Age  Chapter 9    Section Ⅰ  Charting the Global Ebook Market    Section Ⅱ  Text,Books and Publishers in the 21st Century  Chapter 10    Section Ⅰ   Frankfurt Goes Electronic    Section Ⅱ   The Future of Printed Books Versus the Electronic                   Distribution of Content閱讀理解參考答案

編輯推薦

蘇世軍和張養(yǎng)志主編的《西方出版產(chǎn)業(yè)營(yíng)銷戰(zhàn)略》以西方出版經(jīng)濟(jì)學(xué)的基本概念為起點(diǎn)，介紹出版物市場(chǎng)的結(jié)構(gòu)和范疇、銷售隊(duì)伍的素養(yǎng)和職責(zé)、出版物網(wǎng)絡(luò)營(yíng)銷與傳統(tǒng)營(yíng)銷的關(guān)系，從理論和實(shí)踐闡述從業(yè)者應(yīng)掌握的基本要素。    本套教材編寫的基本原則，在于突出西方出版教育與實(shí)踐有機(jī)融為—體的核心價(jià)值觀。適合我國(guó)編輯出版專業(yè)或相關(guān)傳媒類專業(yè)本科生和研究生使用，也可以作為我國(guó)出版及其相關(guān)產(chǎn)業(yè)專業(yè)人士的業(yè)務(wù)參考書。

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