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HarperCollins Publishers - Essay Example

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HarperCollins Publishers

Personal research on the development milestones of HarperCollins publishers revealed that the company is an auxiliary of News Corporation. The company has experienced different acquisitions and mergers with the latest acquisition of Thomas Nelson, a Christian book publisher in 2011 (Mu?Hlbacher, Dahringer & Leihs, 2006, p. 67). The company publishes a wide range of imprints that are either new or from earlier independent publishing companies. The most recent influential marketing strategy is the web approach whereby book sales and reach is achieved through the online market (Blythe & Zimmerman, 2005 p. 43). This strategy is advantageous whereby the consumers could access selected extracts from a book before purchasing. On the other hand, the downfall of the same is as a result of concern from other publishers who believe that the availability of books online could be exploited through file sharing. HarperCollins publishers have managed to maintain their competitive advantage by developing imprints that are unique from other publishing companies such as MacMillan and Random house. ...
The operating profits shown to have increased by over 100% indicated that the restructuring strategies in the past two decades were successful. Presently, HarperCollins publishers continue to explore innovative strategies to enhance its growth. Marketing strategy review blog 2: value HarperCollins publishers enjoy the business strength of publishing literature in spiritual and religious books, cookbooks, mystery and romance, literary and children’s books. With consumers spread all over the world, corporate value is a very vital concept in the development of the company. This review explores the extent to which customer relation can be implemented. The company offers customer value on a different basis. The readers have the satisfaction of pleasurable and affordable reading experiences. The authors on the other hand, have the satisfaction of their work being published by a globally reputable brand; enjoy editorial support and widespread marketing reach (Gay, Charlesworth & Esen, 2006, p. 89). The value proposition of customer satisfaction would enhance the company’s position in the global market that is increasingly becoming a village due to technological advancements. HarperCollins publishers have adopted the target marketing initiative in order to position their highly competitive products in the minds of the target consumers. Market segmentation adds value to customers by providing dynamic, user friendly and customized products (Hall, 1992, p 84). This has been achieved using different innovative mediums such as technology for example, the progressive expansion of the e-book collection developed the “HarperCollins 360” initiative that ensures that every book published in the different ...Show more

Summary

HarperCollins publisher’s international marketing strategy Name Institution Date Marketing strategy review blog 1: first thoughts HarperCollins publishers is an internationally know publishing company of English language books aimed at educating as well as informing readers…
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