Marketing Academic Monographs: How is digital marketing used by university presses to improve monograph visibility and promote sales?

The Digital Age, or the Age of Information, has made university presses and their mission to produce top quality scholarship more important than ever before. Knowledge is at everyone’s fingertips, it is as easy as pressing a few buttons on your computer, but this ease is not unilaterally aligned with reliability. This is why university content is becoming increasingly more vital. However, limited budgets, changing markets, and a reluctance to embrace digital technologies have resulted in many university presses struggling to stay in operation. The monograph in particular is struggling to turn profits and is beginning to be viewed by portions of the academic community as outdated and a monetary burden for universities. This thesis looks at how university press monographs can survive in this changing climate, in particular by employing digital marketing strategies. It examines three major developing areas of digital marketing (big data, social media use by the press and social media...Show moreThe Digital Age, or the Age of Information, has made university presses and their mission to produce top quality scholarship more important than ever before. Knowledge is at everyone’s fingertips, it is as easy as pressing a few buttons on your computer, but this ease is not unilaterally aligned with reliability. This is why university content is becoming increasingly more vital. However, limited budgets, changing markets, and a reluctance to embrace digital technologies have resulted in many university presses struggling to stay in operation. The monograph in particular is struggling to turn profits and is beginning to be viewed by portions of the academic community as outdated and a monetary burden for universities. This thesis looks at how university press monographs can survive in this changing climate, in particular by employing digital marketing strategies. It examines three major developing areas of digital marketing (big data, social media use by the press and social media use by the author). It draws on UP case studies to illustrate digital marketing engagement.Show less

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Marketing Academic Monographs: How is digital marketing used by university presses to improve monograph visibility and promote sales?