نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار گروه علم اطلاعات و دانش شناسی دانشگاه شهید بهشتی
2 گروه علم اطلاعات و دانش شناسی، دانشگاه شهید بهشتی
3 کارشناسی ارشد علم اطلاعات و دانش شناسی
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The present study aims to identify the ways and methods of marketing interactive children's books in Iran and, in addition, to present a marketing model for these books.
The present study is of an applied type and was conducted using a qualitative method. The research population consisted of active publishers of children's books in Iran, as well as experts and producers active in the field of interactive children's books. Ten cases were selected from the population using the snowball method as research samples. In the qualitative part, the interview content analysis was used to evaluate and code the interviews using Max QDA software. The findings showed that for marketing and selling interactive books in this study, using internet and digital marketing methods is the best solution, and the role of value creation, the strengths of these books in dissemination and marketing were pointed out, and their marketing weaknesses were also presented. Also, solutions were mentioned to maintain and promote the books and accelerate sales. Finally, a suitable model for marketing interactive children's books was identified.
Interactive book publishers and producers are on the path to utilizing marketing methods. Their level of familiarity with marketing criteria and methods is moderate and they have used and implemented some methods. Interactive book publishers and producers need to be informed about marketing patterns. In this study, a marketing pattern for interactive children's books has been designed and presented.
کلیدواژهها [English]
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