ICAM-2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17521
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Item DIGITAL MARKETING IN THE BOOK INDUSTRY.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Nascimento, S.P.R.Marketing in the book industry has followed the same strategies. Digital marketing has scarcely been used by companies such as the Portuguese bookstore franchise Bertrand. Bertrand is one of the oldest bookstores in the world. Nowadays, consumers tend to look at social media (i.e Facebook and Instagram) as a way to learn about new products, sales and product reviews. According to Solomon in “Consumer behavior: A European perspective” buyers take into account mouth to mouth information far more than advertising. They seek opinions of others to know if the product is reliable or not. We are to pursue this concept applied to major book companies, comparing those who use the principles of Digital Marketing and those who have classic marketing strategies. Bookdepository and Amazon have been proficient in using digital marketing as an efficient tool to attract readers. What I propose is analyzing how digital marketing can boost the book industry and change the consumers’ perspective on book consumption.Item THE BEGINNING OF MARKETING TO INDIVIDUALS WILL NOT THE END OF MASS MARKETING(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ekanayake, E.A.Mass marketing (MM) is an attempt to attract whole market with one basic marketing strategy utilizing mass distribution and mass media. With marketers increasingly adopting exceeding refined market segmentation schemes fueled by the internet and other customization efforts some claim MM is dead. But we are surrounded by mass market firms, multinationals aiming to maximize profits, market share and economies of scale by producing and selling huge quantities. There is marketing myth as targeted marketing is the smart, modern way to market. Consumers can split in to nonbuyers, light, medium, and heavy buyers and most consumers are light buyers while diminutive percentage is heavy buyers. Companies should MM to non- and light buyers. Companies like Ford, Microsoft, Macdonald and Coca-Cola achieve market saturation by using developing product width and depth from ranges of products aimed at targeting large proportion of the market. The success of MM is contingent on the probability within the huge audience exposed to the marketing strategy. Heavy advertising, development and market research costs, Establish and keep brands in public eye and fierce Competition are disadvantages of MM while Maximizes income, Decline of one sector likely to compensated by growth in other sectors, Reduction in average costs through economies of scale, Allows Brands to use their full value are overtaken advantages. MM is more effective than targeted marketing. Light buyers heavily dominate brands’ consumer bases, so targeting them will provide the greatest penetration and Brand growth lies in increasing market penetration.