Publishing House Of Electronics Industry Connotative Publishing & Media Group Marketing Strategy Research

In today's information age, people are surrounded by vast information. Marketing has became a process of integrated communication. Marketing and promotion are daily tasks for publishing houses. This thesis depicts that the market activities and development strategies of Publishing House of Electronics Industry (PHEI). It proposes that PHEI should adopt a strategy of holding group model. Information technology books cover the majority of PHEI's product portfolio. Its marketing and promotion practice are quite different from social science books. For a press like PHEI, it has worked in a management system of not for profit at least for ten years. On another side, PHEI has to run the business in a market centric way. The non-profit tradition brings staff of publishing houses ambiguous concept of marketing. This thesis in-depth analyzes the weaknesses of PHEI in marketing and promotion. Beyond ideology properties, commodity properties of books are more and more important in today's market economy. So the publishing houses can adopt excellent marketing methodologies from other business sectors in book marketing. Based on detailed research on PHEI's business, the thesis researches the marketing strategies of PHEI and practical marketing methodologies. This thesis also that remarks publishing industry should be careful to issues in the area of marketing. It sharply points out the marketing pitfalls for PHEI in implementing grouped marketing practices.