MARKETING COMMUNICATION SPECIFICATIONS ON THE BOOK MARKET
MARKETING COMMUNICATION SPECIFICATIONS ON THE BOOK MARKET
Author(s): Jana PavelekováSubject(s): Social Sciences, Economy, Media studies, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Online Marketing Communication; Online Marketing Communication Tools; Slovak Book Market; Slovart; Slovart Booklab;
Summary/Abstract: It is a challenge for the book market in Slovakia to increase the use of online marketing tools to promote books. The main goal of businesses is to profit and strenghten relationships with current or potential customers. The article is devoted to online marketing communication of Slovart publishing house (specifically its publishing house Slovart Booklab) and its selected campaign on the slovak book market. The primary target group of Slovart Booklab are mainly adolescents, so we see the importance of using online marketing communication during their product campaigns. In this paper we analyze the online campaign of the book Kosec, which is popular among the readers. In a strong competitive environment, it is important to constantly analyze the campaigns carried out and improve objectively proven deficiencies. In the conclusion of the paper, we pay attention to the steps that leads to improving campaigns for Slovak Booklab.
Journal: Marketing Identity
- Issue Year: 7/2019
- Issue No: 1
- Page Range: 1036-1061
- Page Count: 26
- Language: English
