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Books > Business & Economics > Business & management > Sales & marketing
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The Growth of the Scholarly Publishing Industry in the U.S. - A Business History of a Changing Marketplace, 1939-1946 (Paperback, Softcover reprint of the original 1st ed. 2019)
Loot Price: R1,480
Discovery Miles 14 800
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The Growth of the Scholarly Publishing Industry in the U.S. - A Business History of a Changing Marketplace, 1939-1946 (Paperback, Softcover reprint of the original 1st ed. 2019)
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This book analyzes the dynamic growth of the scholarly publishing
industry in the United States during 1939-1946, a critical period
in the business history of scholarly publications in STM and the
humanities and the social sciences. It explains how the key
publishing players positioned themselves to take advantage of the
war economy and how they used different business and marketing
strategies to create the market and demand for scholarly
publications. Not only did the atomic threat necessitate a surge in
scholarly research, but at the same time scholarly publishing
managers prepared for the dramatic shift by anticipating the
potential impact of the GI Bill on higher education, creating
superb printed products, and by becoming the brand, the source of
knowledge and information. The creation of strategic business units
and value chains as well as the development of marketing targeting
strategies resulted in brand loyalty to certain publishers and
publications but also accelerated the growth of the US scholarly
publishing industry. Business historians and marketing professors
interested in the business strategies of scholarly publishers
during World War II will find this book to be a valuable resource.
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