Introduction to Newspaper Distribution Marketing -- Media Management Series

Author: Wu Feng, Chen Wei
Publisher:
Publish Date: 2004-12-01
Features: This book is the first comprehensive monograph in China to systematically study the marketing of newspaper and magazine distribution. The authors have extensively collected the latest domestic and international data on newspaper and magazine distribution, employing numerous case analyses to comprehensively organize the theory and practice of marketing in this field. By introducing marketing and logistics concepts, they analyze the fundamental principles, elements, processes, and characteristics of newspaper and magazine distribution in China, pointing out the strategic and tactical approaches that should be adopted. The book offers strong guidance for practical distribution operations. It emphasizes both theoretical analysis and the organization of practical experience; it reviews historical lessons while also predicting future trends; it summarizes domestic distribution experiences while also drawing on international practices. This book is a cutting-edge read that explores newspaper and magazine distribution from the perspective of integrated marketing, serving as a concise guide for distribution management executives, a popular read for the millions of distribution staff nationwide, and a fresh approach to the subject. It can serve as training material for employees of newspaper and magazine organizations and professional distribution companies, as well as a textbook for university students in journalism and communication. It is an ideal resource for senior management of newspaper and magazine organizations, distribution management executives, distribution personnel, and university students as well as researchers in the field of journalism and communication.