Bookselling Culture & Consumer Behaviour: Marketing Strategies & Consumer Responses in UK Chain Bookshops
Underpinned by scholarly literature on retailing, marketing and consumer behaviour, this paper will present findings from original research examining consumer responses to the marketing strategies deployed in UK chain bookshops.
||Bookselling, Strategy, Marketing, Consumer Behaviour
International Journal of the Book, Volume 3, Issue 2, pp.101-112.
Article: Print (Spiral Bound).
Article: Electronic (PDF File; 934.336KB).
Audrey Laing is a PhD research student within the Publishing Department at The Robert Gordon University in Aberdeen. Her thesis is entitled "Bookselling Culture and Consumer Behaviour: Marketing Strategies and Responses, in Traditional and Online Environments" and examines how customers respond to the marketing techniques used by UK chain bookstores. Audrey's interest in this area of research grew out of the 12 years she spent working in chain bookstores and the many changes that took place in the book trade over that period.
Jo Royle is Senior Lecturer and Subject Leader for Communication and Publishing within the Aberdeen Business School at the Robert Gordon University and is Undergraduate Programme Manager in the field. She lectures on Electronic Publishing and Consumer Publishing at both undergraduate and postgraduate levels; and has supervised and carried out research in these areas, and gained related external funding from sources including the Arts and Humanities Research Board and British National Bibliography Research Fund. In particular this research has focused on the role of branding for consumer publishers on the Internet and change management issues associated with multimedia publishing for children. She recently gained internal funding from the RGU Research Development Initiative and it is from this that the research on branding and the community in bookselling is progressing. She was previously Editorial Manager of an independent consumer publishing house.
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