Marketing Strategies for the Printed Book in Greece: Current Issues and Survey Results

By Christina Banou and Petros Kostagiolas.

Published by The International Journal of the Book

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Books are unique products. The publishing industry is deeply influenced by the changes resulting from globalization, the ever-increasing competition and the rapid introduction of novel information technologies. These changes alter the book production, sales and pricing, advertisement, marketing, promotion and distribution processes. The paper focuses on marketing issues concerning the Greek book publishing industry. After providing an overview of the main features of the Greek publishing industry, which is representative of the small European book markets, the paper investigates marketing techniques and methods employed by the publishing companies in regard to the printed book in Greece. For that purpose a survey based on a structured questionnaire, which had been distributed to all the large and medium-sized Greek publishing companies, was carried out between May and July of 2007. The results of this research may contribute to the study of marketing issues of the Greek book publishing industry, and indeed may enlighten patterns of book policy by the publishing companies in Greece and other similar book markets. Furthermore, they may provide some issues of the Greek book market, and more particularly on the role of novel technologies, of open access, of mass media and of bookshops.

Keywords: Publishing Industry, Printed Book, Marketing, Survey, Greece

International Journal of the Book, Volume 6, Issue 1, pp.45-54. Article: Print (Spiral Bound). Article: Electronic (PDF File; 580.641KB).

Dr. Christina Banou

Lecturer, Department of Archive and Library Science, Ionian University, Corfu, Ionian Islands, Greece

Dr. Christina Banou is a Lecturer in Book Publishing and Book Policy at the Department of Archive and Library Science, Ionian University, Corfu, Greece. She holds a Ph.D on the ornamentation and illustration of the Greek book, published in Renaissance. Her main areas of research interest include book publishing, history of the book publishing industry, book policy, aesthetics of the printed book, reading policy, history of reading and of libraries. She has presented papers in refereed journals and has participated at international conferences. A monograph of her concerning the publishing industry has been published.

Petros Kostagiolas

Lecturer, Department of Archive and Library Science, Ionian University, Corfu, Ionian Islands, Greece

Dr. Petros A. Kostagiolas is a Lecturer in Management of Information Services at Archive and Library Science Department of Ionian University, Greece. He holds a Ph.D. from the University of Birmingham, U.K., and his special interest is in quality management topics in library and information services, social science methods and the impact of information services on society. At the university, he teaches library management, quality management, and research methodology.

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