Critical analysis of marketing in Croatian publishing

  • Silvija Gašparić
  • Gorana Petković University of Zagreb, Faculty of Graphic Arts
  • Suzana Pasanec Preprotić

Abstract

Marketing is an inevitable part of today's modern lifestyle. The role that marketing plays is so big that it has become the most important part of business. Due to crisis that is still affecting publishers in Croatia, this paper emphasizes the power of advertising as a key ingredient in how to overcome this situation and upgrade the system of publishing in Croatia. The framework of the paper is based on marketing as a tool that leads to popularization of books and sales increase. Beside the experimental part which gives an insight into public's opinion about books, publishing and marketing, the first chapter gives the literature review and analysis conducted on the whole process of book publishing in Croatia with pointing out mistakes that Croatian publishers make. Also, benefits of foreign publishing will be mentioned and used for comparison and projection on to the problems of the native market. The aim of this analysis and this viewpoint paper is to contribute the comprehension of marketing strategies and activities and its use and gains in Croatian publishing.

Published
Mar 20, 2018
How to Cite
GAŠPARIĆ, Silvija; PETKOVIĆ, Gorana; PASANEC PREPROTIĆ, Suzana. Critical analysis of marketing in Croatian publishing. Acta Graphica, [S.l.], v. 28, n. 3, p. 93 - 100, mar. 2018. ISSN 1848-3828. Available at: <http://actagraphica.hr/index.php/actagraphica/article/view/142>. Date accessed: 19 july 2018. doi: http://dx.doi.org/10.25027/acta graphica.v28i3.142.
Section
Author Viewpoint