MARKETING STRATEGIES OF SELECTED BOOK PUBLISHERS IN NIGERIA

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dc.contributor.authorAKPENA, JOHNSON ELOGU
dc.date.accessioned2020-02-28T09:10:45Z
dc.date.available2020-02-28T09:10:45Z
dc.date.issued2008-05
dc.descriptionA 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, NIGERIAen_US
dc.description.abstractMarketers 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.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/12262
dc.language.isoenen_US
dc.subjectMARKETING STRATEGIES,en_US
dc.subjectSELECTED BOOK PUBLISHERS,en_US
dc.subjectNIGERIAen_US
dc.titleMARKETING STRATEGIES OF SELECTED BOOK PUBLISHERS IN NIGERIAen_US
dc.typeThesisen_US
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