别出心裁的书刊广告

书刊营销需要广告宣传，这已经成为书业企业的共识；但我们现在广告水平还不高，广告词有的还比较平淡，总体上创意不够。这里，笔将收集到的比较别致的中外书刊广告案例略加评介，或许对我们的图书期刊营销工作有所启示。     

教材类图书的直销方案

一、教材类图书的营销特征 与其他图书相比,教材类图书在营销方面主要有以下特征: (1)教材的终端用户是学生,针对性十分明确,消费群体稳定且集中; (2)教材通常为集团或批量购买; (3)教材的使用周期相对较长,通常     

出版物需求价格弹性的分析与应用

在市场经济条件下,出版物市场的竞争日趋剧烈,而出版单位参与竞争的焦点是如何增强本版出版物的竞争能力,拉动市场对出版物的需求量,扩大市场份额,扩展出版单位的发展空间。在竞争中,某种出版物的需求量取决于许多因素,如读者的收入水平、年龄、受教育程度、社会现代化水平等,而最为重要的因素可以说是销售价格这只看不见的手。在现实的出版物市场中,为了促销产品,许多出版单位争相对自己的出版物采取降价方式进行销售。     

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??The classification of the serial publication ca!eaery in China hcgan at the end of last century Before the founding of the People's Republic of China, it underwent three stages. In the first stage, it was ciassied as news- paper, then periodical, finally both the newpaper and periodical. In the 3934s, the research in this respect was more active and some ideas far minute classification and generalization were put forward, but it didn`t go in depth. From the founding of the People's Republic of China to the 1970s, only little research work was done. It was not unti 1980s that the research began flourishing and serial publication category was basically established, but there still remains a dispute on its name. Now the research of the minute classification of the serial publication is under dis- cussian.     

我国高校体育市场营销策略研究

运用问卷调查、访谈、文献资料等方法，透析高校体育市场经营的现状，着重研究了当前高校体育市场细分、产品和市场定位以及AP营销组合策略。