TY  - JOUR
AB  - Electronic publishing needs a strong input of marketing thinking. Technological hype has created a sales fetish which has little evidence to support its claims. The substantive benefits when a broader perspective is taken for authors and readers are very significant, including considerably faster publication and much wider dissemination via Internet. Archival knowledge and current awareness/browsing of the body of knowledge and information require quite different marketing approaches. Little attention has been given to their discrete needs. Draws comparisons from retailing theory and from the emerging range of experimental cases from Internet pioneers to identify robust strategies for short‐ and medium‐term action by publishers. They imply a determined effort to avoid hard selling and product‐driven mindsets in favor of exploitation of the scope for interactive and integrated marketing to authors and readers alike.
VL  - 11
IS  - 1
SN  - 0885-8624
DO  - 10.1108/08858629610112328
UR  - https://doi.org/10.1108/08858629610112328
AU  - Wills Mathew
PY  - 1996
Y1  - 1996/01/01
TI  - The ins and the outs of electronic publishing
T2  - Journal of Business & Industrial Marketing
PB  - MCB UP Ltd
SP  - 90
EP  - 104
Y2  - 2024/09/19
ER  -