This module provides a systematic examination of the key concepts and disciplines of marketing and their relationships and relevance of the products of publishing. It includes coverage of the marketing mix, consumer behaviour, segmentation, targeting and positioning, and elements of market research. Students will undertake case studies in one of the following specialisations: Book Marketing; Journal Marketing; Marketing of e-publications.

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PUBL7006: Marketing Semester 1 11/09/2023 13:29:35