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Strategic implications of the digitization of publishing popular fiction in the 21st century: Introducing the OCTOPUS theory.

机译：21世纪出版流行小说的数字化的战略意义：介绍OCTOPUS理论。

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While the landscape of publishing has continued to evolve since the invention of the Gutenberg printing press in 1439, the face of reading took a dramatic turn during the last few years. Prior to the millennium, one could not completely separate printing on the one hand and the retailing of printed matter on the other. Publishing platforms have advanced greatly as the digitization of books becomes the norm. The challenge is finding the most efficient ways in which traditional and non-traditional publishers can reach the consumer effectively while providing the widest variety of product at competitive prices in a fluctuating marketplace. This paper posits the OCTOPUS Theory as a way to address the current volatility in the publishing industry and provides a blueprint for public relations professionals in today's marketplace by analyzing multiple publishing platforms, integrated technologies that allow the reader to access content efficiently and the strategic combination of effective publicity and marketing tactics.

机译：自1439年古登堡印刷机问世以来，出版业一直在不断发展，但近几年阅读的面貌发生了戏剧性的变化。在千年之前，一方面不能完全分开印刷，另一方面不能完全分开印刷品的零售。随着图书数字化成为规范，出版平台已经有了长足发展。挑战在于寻找最有效的方式，使传统和非传统的发行商可以有效地吸引消费者，同时在波动的市场中以具有竞争力的价格提供种类繁多的产品。本文将OCTOPUS理论作为应对出版业当前动荡的一种方式，并通过分析多种出版平台，使读者能够有效访问内容的集成技术以及对出版物的战略组合，为当今市场上的公共关系专业人员提供了一个蓝图。有效的宣传和营销策略。

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作者
Moss, Monique H.;
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University of Southern California.;

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授予单位 University of Southern California.;
学科 Speech Communication.;Mass Communications.;Multimedia Communications.
学位 M.A.
年度 2010
页码 92 p.
总页数 92
原文格式 PDF
正文语种 eng
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Strategic implications of the digitization of publishing popular fiction in the 21st century: Introducing the OCTOPUS theory.

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