Research Article
Fate, Death and Marketing. Is a Book the Same Product as Yogurt or a Car?
@INPROCEEDINGS{10.1007/978-3-031-28993-4_24, author={Martin Kasarda}, title={Fate, Death and Marketing. Is a Book the Same Product as Yogurt or a Car?}, proceedings={ArtsIT, Interactivity and Game Creation. 11th EAI International Conference, ArtsIT 2022, Faro, Portugal, November 21-22, 2022, Proceedings}, proceedings_a={ARTSIT}, year={2023}, month={4}, keywords={Book Marketing Creative Industry Media Culture}, doi={10.1007/978-3-031-28993-4_24} }- Martin Kasarda
Year: 2023
Fate, Death and Marketing. Is a Book the Same Product as Yogurt or a Car?
ARTSIT
Springer
DOI: 10.1007/978-3-031-28993-4_24
Abstract
Today’s book overproduction means that we cannot rely on tradition and recommendations in the field of book sales. Today, the book is not only an object of social and cultural events, but also a product of industry and trade. A book as a product has its own specifics, which must be respected when offering and selling it. It is not a fast-moving product, nor an object of long-term consumption. The book is a specific product, therefore, when selling it, it is necessary to work with it also taking into account the context of culture, not only direct trade. Our study will deal with some of the background necessary for an awareness of the specificities of the book as a product of the cultural industry and, consequently, its successful placement on the market and sale.
