MARKETING STRATEGIES OF SELECTED BOOK PUBLISHERS IN NIGERIA
MARKETING STRATEGIES OF SELECTED BOOK PUBLISHERS IN NIGERIA
No Thumbnail Available
Date
2008-05
Authors
AKPENA, JOHNSON ELOGU
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Marketers employs various marketing techniques to sell published books to diverse
group of customers. The study was designed to investigate the types of marketing
strategies book publishers employ, in Nigeria, criteria for choice of particular
marketing strategies, and (he types of promotion methods and distribution channels
used. The study formulated five research questions. The survey research method
was adopted for the study. The subjects studied were 40 marketing managers and
60 sales representatives drawn from 26 publishing houses selected across Nigeria.
The instruments used for data collection were questionnaire, interviews and
documentary sources. Data gathered were analysed descriptively using tables,
percentages. The study discovered that Book publishers in Nigeria employ various
marketing strategies in the conduct of their business, from the responses obtained
from marketing managers, 23 (83.5%) indicated that their publishing companies
desire to become market leaders. On the criteria for the choice of marketing
strategics, the marketing managers identified environmental factors 50.0% and
marketing and sales objective 46-2% as the major determinant. The opening of
more Book depots in all parts of Nigeria, the need for book publishers to pool
resources together in their marketing efforts and the imperative of employing and .
integrating e-book selling technique by book publishers in Nigeria are some of the
recommendations put forward by this research.
Description
A THESIS SUBMITTED TO THE POSTGRADUATE
SCHOOL, AHMADU BELLO UNIVERSITY, ZARIA IN
PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF MASTER OF LIBRARY SCIENCE
DEPARTMENT OF LIBRARY AND INFORMATION
SCIENCE,
AHMADU BELLO UNIVERSITY,
ZARIA, NIGERIA
Keywords
MARKETING STRATEGIES,, SELECTED BOOK PUBLISHERS,, NIGERIA