Critical Analysis of Marketing in Croatian Publishing
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Author viewpoint DOI: proba Gašparić S. et al. Critical analysis of marketing in Author viewpoint Gašparić S. et al. Croatian publishing ; 93-100 Silvija Gašparić, Gorana Petković, Suzana Pasanec Preprotić Critical analysis of marketing in Croatian publishing Silvija Gašparić1, Gorana Petković1, Suzana Pasanec Preprotić1 1University of Zagreb, Faculty of Graphic Arts, Getaldićeva 2, 10000 Zagreb E-mail: [email protected], [email protected], [email protected] Abstract Marketing is an inevitable part of today’s modern lifestyle. The role that marketing plays is so big that it has become the most important part of business. Due to crisis that is still affecting publishers in Croatia, this paper emphasizes the power of advertising as a key ingredient in how to overcome this situation and upgrade the system of publishing in Croatia. The framework of the paper is based on marketing as a tool that leads to popularization of books and sales increase. Beside the experimental part which gives an insight into public’s opinion about books, publishing and marketing, the first chapter gives the literature review and analysis conducted on the whole process of book publishing in Croatia with pointing out mistakes that Croatian publishers make. Also, benefits of foreign publishing will be mentioned and used for comparison and projection on to the problems of the native market. The aim of this analysis and this viewpoint paper is to contribute the comprehension of marketing strategies and activities and its use and gains in Croatian publishing. Keywords: publishing, marketing, marketing strategies, marketing activities, book promotion 1. Introduction The discovery of printing press, gunpowder information, knowledge and thoughts. In one and compass are rated as the most revolution- way it is a work of art, changing through the ary inventions in the humankind history. With ages, reflecting the time it is written in and Gutenberg’s first printed book in 15th century, making it part of history forever; but it is also the first step to information flow, education a piece of paper bind with covers into a final and literacy was made. Trough 19th century the product. Book, and thus publishing, has two publishing industry thrived and new technolo- functions: the culture function and an econo- gies for paper production and printing produc- my function. tion were developed. With the economy and If definition of publishing is simplified, pub- export growth, books were published in tens lishing is selling books. Publishing as an activ- of thousands copies and more. After 1950s, ity preserves existing cultural values but it also with invention of automated book binding, fulfils them. Although the term publishing in- soft book covers and cheaper paper, publishing cludes many different types of products (news- editions reached over 50000 copies per book. paper, e-books, music, blogs, video games, The choice of books to read became unlimited, etc.), this paper deals only with books as pub- and books became a product for massive use lishing products, which when they are placed [1]. The purpose of book is to spread culture, on the market in the purpose of selling, have Acta Graphica Vol 28, No 3 (2017) ; 93-100 93 Author viewpoint Gašparić S. et al. Critical analysis of marketing in Croatian publishing date schedule for each book launch. According to speak to the buyer [2]. The data has shown to the publishing plan, a concept of expenses a decline trend in registry of book publishing and incomes are made and for those purposes, firms in Croatia. Croatia’s publishing is still in every publishing department needs to partic- a crisis and has difficulties coming out of it. An ipate so a synergy between market needs and independent survey that was conducted by the publisher’s resources is made. Marketing plan GfK agency in March 2017 has shown that only works on two levels - tactical level and strategi- 53% of Croatian population have read at least cal level. Strategical marketing plan determines one book per year. On the other hand, coun- the targeted audience and market, and an offer tries like German (68%), France (67%) and It- of values represented to them, all based on the aly (75%) have higher percentage than Croatia analysis of best marketing opportunities. Tac- in a survey conducted on the reading at least tical plan of marketing decides specific tactics; one book per month [3]. To make the market like product characteristics, promotion, sales, more optimal for publishing industry, mar- price and distribution channels [6]. keting needs to be explored from every angle – from understanding the needs of potential 1.1.2 Integrated marketing communication buyers, distribution, promotion (online and of- Integrated marketing communication is a pro- fline) to outside circumstance and many other cess that starts with a potential buyer and uses marketing elements. all forms of communication wanting to create 1.1 Literature review of basic marketing synergistic influence that can influence buyer’s terms in publishing behaviour and create a long-term relation. The most important part of integrated market- 1.1.1 Business plan ing communication in publishing is a promo- The first step of making business plans is re- tion plexus and online marketing. Promotions search. Marketing research needs to start the are variables of marketing plexus used for pro- very moment that the idea for a book has been viding information about new book titles, sales made. With a research, the book gains a target- activities and campaigns to targeted groups of ed audience, an understanding of the needs that people. Promoted book can be the biggest title will be satisfied with this book and its benefits of the year and can have the power to enhance or flaws in comparison with other competitive people’s lives, but in order to do that, potential similar books [4]. It is a process of systematic buyers need to know about it [7]. Advertising, design, collection of data, analysis, evaluation sales improvement, personal selling, public and information reports of data relevant for relations and direct marketing are all part of marketing situation in which the publishing promotion plexus. Advertising is a mass com- house is; all with a goal of better connecting munication form that refers to publications the supply of the publisher and demand of the (newspapers, magazines), radio, television and market. other media (internet, billboards, cinema, etc.); everything that has direct communication ori- A complete business plan includes strategi- ented to the buyer and whose time and place cal, publishing and marketing plan. To make of promotion have to be paid for [8]. Public re- a strategic plan means to set a short-sighted lations is a mass communication form, which and long-sighted goals and a very strict direc- builds mutually beneficial contacts and rela- tion that leads to wanted business results. To tions between an organization and its public. combine vision, strategy and objective is to get The most popular form of this communication a strategical plan that can face any industrial is placing the news trough editors and newspa- and competitive terms, that can predict moves pers. Editors estimate the value of the informa- of key rivals and possible problems and chal- tion given and publish it according to that. As lenges that presents an obstacle to company’s for the sales improvement, the typical examples success [5]. Publishing plan is a plan of book are coupons, prize games, gifts that come with titles that will be published through the year. a book and are related to it, signing authors, With the title of the book, it has to be a plan stickers and similar events. It is a temporary regarding the size of edition, and of course the 94 Acta Graphica Vol 28, No 3 (2017) ; 93-100 Author viewpoint Gašparić S. et al. Critical analysis of marketing in Croatian publishing event organized for enhancing the chances of [11]. By reducing the offer, reducing expenses sale of particular product and services [7]. is inevitable and there are few easy ways to do Online promotions are the fastest growing part that. For example, number of book stores can of direct marketing. Society today is maximally be reduced at the expense of those who have computerized, and the internet has open many low monthly incomes. Sometimes, the best- opportunities to new models of marketing. placed book stores does not have enough cop- Online marketing is every marketing activity ies of bestseller in the sale days, and in other that needs some kind of interactive technolo- places, bestsellers are left unsold. Also, it is very gy. Online marketing can be used for exploring important to reduce a number of book titles the market, because a large capacity of internet in ‘lower price’ promotions and avoid parallel servers that store and allow analysing differ- ‘lower cost’ promotions in one place. One of ent kinds of data. The best example for direct solutions for reducing expanses can be reduc- online book marketing is Amazon. Amazon ing delivery options and number of possibilities began as the largest library in the world and is to order [12]. Further, sales and distribution now the largest online shop in the world. Fur- must work together to insure buyer’s supply in thermore, today’s lifestyle dictates a frequent the right time at the right place in a convenient use of Facebook, LinkedIn, Twitter and many assortment [13]. Book stores are crucial in pub- other networks that puts everybody in an in- lishing business and publishers should be more teraction with a lot of people. Costumer to cos- aggressive when it comes to direct sales, be- tumer model of marketing and social networks cause it has the highest income and has benefits that support it has become the most powerful like creating a database of buyers that leads to tool in online marketing business practice.