Ways of using marketing tools within publishing houses to create dynamic communication system

Surgikova Anna V. ()
Additional contact information
Surgikova Anna V.: Herzen State Pedagogical University

Annals of marketing-mba, 2014, vol. 2

Abstract: The article is devoted to the possibility of practical usage of the dynamic capabilities concept conclusions by the book publishing company in order to obtain additional sources of competitive advantages and effective management tools, in the situation of constantly changing environment. Also there is specifically underlined that marketing instruments for book publishing businesses are the matter of an extraordinary importance as the toolset for creation of a dynamic communication system.

Keywords: book publishing business; dynamic capabilities; marketing communications (search for similar items in EconPapers)
JEL-codes: L82 M31 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.marketing-mba.ru/article/v2_14/Surgikova.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:articl_v2_12_14

Access Statistics for this article

More articles in Annals of marketing-mba from Department of Marketing, Marketing MBA (RSconsult) Contact information at EDIRC.
Bibliographic data for series maintained by Sidorchuk, Roman ().