Many famous intellectuals, artists and writers stress various positive aspects of reading. Scientific research in medicine and psychology also prove the positive outcomes of reading. Therefore, it is not a surprise that books are highly valued by societies. Nevertheless, book reading seems to be a rarity in some societies. Although reading is beneficial, the book market is not flourishing in many countries, including Romania. The present paper sets a framework for developing marketing strategies that could be used by Romanian publishers to attract more readers. The methodology comprises two parts. A first section is dedicated to the Romanian book market. Investigating its specificity helps us pinpoint the references for successful marketing strategies. The second part is based on the analysis of the scarce literature on marketing in the book industry in order to identify key aspects and vulnerabilities of marketing strategy in this sector.
The new trends in the cultural and creative industries (CCI) that were theorized in the second half of the 20th century, simultaneously with the rapid development of technology, have created in post-communist Romania the premises of developing a new model of creative entrepreneurship. Nevertheless, the digitization of society and general strategic projects are not enough to create a catalyst for the explosion of entrepreneurial creativity. The unstable political climate and the lack of predictability have prompted the insecurity of the new business of "anonymous" creators-those who are not seen, those who are at the heart of cultural and creative industries-small and medium enterprises (SME), licensing individuals (PFA), family associations (AF). The Western models long described in the motivational literature published in Romania, as well as some notorious Romanian examples intensely publicized as the Romanian counterpart of Western companies, do not help and do not solve the generation of daily solutions or, more than that, Strategic Creative Solutions for grassroots companies. The present paper tries to define the terms necessary for the creative area and to analyze the situation today in Romania, presenting shortly, for comparison, the Western models, the Romanian models of notoriety, but also four examples of "anonymous" actors in the creative industries area: a floral workshop paper, an IT service company, a graphic design agency and a printing house. The conclusions of this punctual analysis are of an empirical nature, but they provide a picture of the fragility of the business environment in the area of cultural and creative industries, amid a timid and fragile but steady market growth.
Each consumer is confronted daily, 24 hours a day, to a real bombardment of information. They are assaulted by a flow of data and information that are frequently received from unknown sources without documentation, belonging to unknown authors without professional notoriety. The topic of the present information overload is of interest for both private consumers and for public or private organizations. We face information overload from the submission of a document in a public institution of the state to the daily activities, at home or at job. The objective of this article is to determine the differences and similarities in the perception of consumers regarding information overload on social media and in a digitalized society. The results of the discriminant analysis show that people older than 30 years did not find hard to get the information that is relevant to their needs from the excessive amount of information available on social media compared to the people younger than 30 years. The older consumers have also responded that they are not overwhelmed or distracted by the amount of information processed daily on social media compared to the young ones.
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