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You searched Library Catalogue - Author: Paul, Clayton R.
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Call Number (WOU)
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SP CEMBA 2012 13
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Author
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Tan, Pei Shi
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Title
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The impact of promotion and publicity on book sales performance / Tan Pei Shi
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Abstract
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In old times, books deals were simple. There was just the book: hardcover, paper, a creature of the educated elite, the bookstore and the library. The author would sign his work up for life of copyright.
Nowadays, the markethas changed. The development of books industry, the emerging of internet and globalisation causes the industry become complex.
The boom of retail chains, which operate across borders and on a large scale (such as POPULAR) has dominate the market. The revolution in information technology and communications has changed the people‘s way of shopping and reading. People started to purchase books online and across borders. Those large scales online bookstore (such as Amazon.com, BookDepository.com) are sending books all over around the world. The e-books creation also changed the way of publishing. Anyone can publish a book now. It is cheap and no inventory. Many people like to read blogs, newsletter, forums or e-books. There are more variety of bookstores, books and reading materials for consumers to sellect. The changes of environment had change the consumer buying behaviour too. Many family owned bookstores found difficult to survive in the high competitive market. Some had tried to move their bookstore online to capture more market share.
Many literature reviews cited that promotions activities are highly correlated to sales performance. However, does it work in local books industry?
Through a marketing survey, this research identified the most appropriate promotion and publicity activities that could stimulate book sales performance. There were six indepndent variables (advertising, talk and interview, internet social networking, word of mouth, price promotion and free reading sample) being tested. Factor analysis, reliability analysis, descriptive data analysis, regression analysis and correlation analysis were conducted by SPSS.
The results of the study was quite supprisingly. It shows the commonly used promotion and publicity activities by booksellers do not have much effective on stimulate book sales performances. There is high posibility caused by the culture and socialty of Malaysia, where Malaysian annual reading rate was low (Malaysian read 8 to 12 books a year).
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2012
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Physical Description
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140 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Publishers and publishing -- Management
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Subject
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Book industries and trade -- Management
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