Ranking of Methods, Techniques and Tools for Book Marketing from the Perspective of Child and Adolescent Publishers

Abstract

Objective: The purpose of this research was identification and ranking of methods, techniques and tools for book marketing from the viewpoint of child and adolescent publishers. Methodology: The research has used quantitative methodology, library and survey method, and a questionnaire tool. In order to identify the techniques and tools, we first studied all the related works in the field of marketing of books and cultural goods. Then, by studying them, the methods, techniques and tools were scattered and the researchers set them up in a table format to identify the elements that influenced the marketing of books. In the next step, all factors were made in the form of a researcher-made questionnaire and its validity and reliability were measured. The statistical population of the study consisted of active Iranian publishers of children and adolescents in 2016, publishing more than 24 books. In total, according to the Cochran formula, 72 publishers participated in the research. The SPSS software was used to analyze the data. Findings: The findings showed that there is a significant difference between marketing methods based on Friedman test. Guerrilla marketing, direct and relationship marketing are the most important marketing methods used among the Iranian publishers and content marketing is at the lowest level. There is also a significance difference between marketing techniques among publishers. Results show that the most important techniques in each methods included: among direct marketing, catalog and direct post; among cooperative marketing techniques are most concerned with allocating credit to buyers based on their Internet purchases last year; among the guerrilla marketing techniques associated with a customer and an effort to create a sense of friendship; among the content marketing techniques of producing appropriate content; among the viral marketing techniques, the use of various media; among the Internet marketing techniques, search engine optimization; among the sensory marketing techniques of the variables of point of purchase (packaging and appearance of goods); among the techniques of the relationship market communication to build and maintain relationships with our customers. In addition, telephone and print advertising are the most important tools used by publishers in this field. Conclusion: Given the limited use of winding devices in public places, it is recommended that publishers use these devices. In particular, a part of their book will be inserted on their website to encourage readers to increase their advertising through various media. Also, using the poll form will increase the awareness of publishers about the wishes and needs of users. Also, the use of content marketing is suggested by presenting book materials in various formats. Moreover, publishers need more effort to achieve the desired status.