Università Roma Tre

1. Introduction to the publishing and marketing process

2. Publishing and Book industry in Italy
Publishing industry: structure composition
Rules and structure of the sector
Value chain
3. 3. Marketing segmentation and purchase behavior of readers
4. Main segmentation variables
5. Macro and micro segmentation process
6. Market of potential readers
7. Market of real readers
8. 4. The strategic process of marketing oriented publishing industries
9. Goals and strategies of the publishing company
Marketing Goals and strategies
5. Product
Product decisions policies
Types of products
Cover, title and brand
6. Distribution
Structure and evolution of distribution channels
Bookshop marketing
7. Marketing Communication
8. Sales promotion
9. Advertising
10.Press office

Lecture notes available online
P.Dubini “Voltare pagina”, Etas 2002
- L’editoria libraria in Italia pag 1-77
- Le alternative strategiche a livello aziendale pag 92-108
- La catena del valore pag 109 – 134
- I canali distributivi pag 160 – 220
P.S. Cavalli “Il marketing librario”, Editrice Bibliografica, 1999
- Il prodotto pag 65-76
- La confezione pag 77- 92
- La comunicazione pag 101 – 114
- L’organizzazione commerciale pag 115-128