期刊名称：Ovidius University Annals: Economic Sciences Series
电子版ISSN：2393-3127
出版年度：2016
卷号：16
期号：2
语种：English
出版社：Ovidius University Press
摘要：As they operate in an increasingly turbulent environment,modern organizations have to organize their activity in such a way that they meet the needs of their target audience as well,as quicker and as appropriate as possible,that they meet the consumers’ demand and that they achieve a profitable and positively perceived existence. Alongside other categories of goods and services suppliers,publishing houses are organizations that operate in an intensely competitive market. Through their specifics,publishing houses target specific categories of audience,not only institutions and enterprises (such as: public and private libraries,educational institutions,other types of cultural institutions etc.),but also individuals. Consequently,publishing houses have to design,target and promote their offer so that they meet the demand for this specific type of cultural consumption in an appropriate manner. The purpose of this paper is to present the main techniques and tools used by publishing houses to implement communicational marketing activities.
