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Apr 23, 2025
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Abstract
The publishing industry is rapidly evolving, driven by digital advance-ments and shifting consumer demands. Marketing professionals are crucial in navigating these changes, employing innovative strategies to achieve the organization’s objectives. This phenomenology study ex-plores marketing professionals’ lived experiences and understanding of the meaning of their experiences in the publishing industry. Six (6) marketing professionals participated in the interview and were se-lected based on the set inclusions by the researchers. A structured in-terview guide was employed to unearth the participants' lived experi-ences and understand the essence of their responses, and Colaizzi’s method was used to generate the study’s themes. Subsequently, the study generated four key themes: (1) challenges encountered by a mar-keting professional, (2) marketing strategies utilized by a marketing pro-fessional, (3) motivational factors as fuel to a marketing professional, and (4) observed trends in the publishing industry. The overall results suggest that marketing professionals in the publishing sector are tasked with finding a balance between innovative creativity and adaptability to ongoing changes. They must adeptly leverage new trends and execute successful strategies while managing the challeng-es of a highly competitive and rapidly changing environment. To achieve success, these professionals should be resourceful and vision-ary, consistently enhancing their methods to address the needs of a dynamic market.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Tojoy, A., Polinar, M. A. N., & Delantar, A. F. A. (2025). Navigating The Publishing Landscape: Lived Experiences of Marketing Pro-fessionals in the Publishing Industry. International Journal of Multidisciplinary: Applied Business and Education Research, 6(4), 1771-1782. https://doi.org/10.11594/ijmaber.06.04.17
References
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Bilyk, I., Kindiy, M., & Kryveyko, M. (2023). Modern marketing is a key element of business activity. Socio-Economic Prob-lems of the Modern Period of Ukraine. https://doi.org/10.36818/2071-4653-2023-4-2.
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Cotrino, G. (2021). Consumer Preferences To-wards Book Formats: How to Address Technological Disruption in the Publish-ing Indus-try. https://www.semanticscholar.org/paper/Consumer-Preferences-Towards-Book-Formats%3A-How-to-Cotri-no/554732a986696988c23eb043a3ff95f4b7a48e78?utm_source=consensus
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Gulyani, G., & Bhatnagar, J. (2017). Mediator analysis of passion for work in Indian millennials. Career Development Interna-tional, 22, 50-69. https://doi.org/10.1108/CDI-04-2016-0057.
Gurun, U., Stoffman, N., & Yonker, S. (2020). Unlocking clients: The importance of re-lationships in the financial advisory in-dustry. Consumer Financial Fraud eJour-nal. https://doi.org/10.2139/ssrn.3132127
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Helme-Guizon, A., & Magnoni, F. (2019). Con-sumer brand engagement and its social side on brand-hosted social media: How do they contribute to brand loyal-ty? Journal of Marketing Management, 35, 716 - 741. https://doi.org/10.1080/0267257X.2019.1599990.
Iskamto, D. (2022). Does Career Development Effect on Professionalism? International Journal of Management and Business Ap-plied. https://doi.org/10.54099/ijmba.v1i1.94
Jiménez-Marín, G., & Zambrano, R. (2020). The Book Trailer as a Publishing House Pro-motional Tool. , 147-160. https://doi.org/10.4018/978-1-7998-3119-8.ch011.
Jung, Y., & Sohn, Y. (2022). Does work passion benefit or hinder an employee’s career commitment? The mediating role of work–family interface and the moderat-ing role of autonomy support. PLoS ONE, 17. https://doi.org/10.1371/journal.pone.0269298.
Kovac, M., & Wischenbart, R. (2019). Globali-zation and Publishing. The Oxford Hand-book of Publishing. https://doi.org/10.1093/oxfordhb/9780198794202.013.9.
Levin, E., & Lobo, A. (2011). Clients' expecta-tions of their advertising agencies: crea-tivity and relationship management. https://www.semanticscholar.org/paper/Clients%27-expectations-of-their-advertising-and-Levin-Lo-bo/acff51f8663be8d10b9db5b5ca5259453f3722e9
Mehmood, K., Verleye, K., & De Keyser, A. (2020). Making Personalization Work: A Review of 45 Years of Personalization Research and its Customer Out-comes. http://hdl.handle.net/1854/LU-8659833
Magadán-Díaz, M., & Rivas-García, J. (2020). Spanish Publishing Companies on Social Networks. Publishing Research Quarterly, 36, 203-216. https://doi.org/10.1007/s12109-020-09721-5.
Mere, K., Puspitasari, D., Asir, M., Rahayu, B., & Mas'ud, M. (2024). Peran Konten Inter-aktif dalam Membangun Keterlibatan Konsumen dan Memperkuat Kesetiaan Merek: Tinjauan pada Platform Media Sosial dan Situs Web Perusahaan. Journal of Economic, Business and Accounting (COSTING). https://doi.org/10.31539/costing.v7i3.9361.
Montgomery, A., & Smith, M. (2008). Prospects for Personalization on the Inter-net. Journal of Interactive Marketing, 23, 130–137. https://doi.org/10.1016/j.intmar.2009.02.001.
Morrow, M., Schafer, M., Kantarci, K., Mielke, M., Vachon, C., & Winham, S. (2023). Leadership Development in Early Career Scientists: Themes and Feedback from Executive Coaching and Mindful Leader-ship Training. Journal of women's health, 32 8, 877-882. https://doi.org/10.1089/jwh.2023.0024.
Papadopoulou, P., Andreou, A., Kanellis, P., & Martakos, D. (2001). Trust and relation-ship building in electronic com-merce. Internet Res., 11, 322–332. https://doi.org/10.1108/10662240110402777.
Ponomarenko, I., & Siabro, S. (2021). PECULI-ARITIES OF USING PERSONALIZED MARKETING IN THE CONDITIONS OF DIGITALIZATION. Economic scope. https://doi.org/10.32782/2224-6282/172-9.
Qin, Y., & Li, Y. (2024). Analysis of Editorial Planning and Insights from International Bestsellers in the Age of Intelli-gence. Communications in Humanities Re-search. https://doi.org/10.54254/2753-7064/36/2024bj1008.
Qin, Y., & Wang, F. (2024). Research on the Marketing Strategies of International Bestsellers in the Digital Age: A Case Study of It Ends with Us—communications in Humanities Research. https://doi.org/10.54254/2753-7064/36/2024bj1004.
Rajendran, R., Shilpi, K., Kushwaha, S., Pawar, S., & Sarangi, S. (2024). Investigating Per-sonalized Marketing Techniques and Their Impact on Consumer Engage-ment. Journal of Informatics Education and Research. https://doi.org/10.52783/jier.v4i2.105.
Rajendran, V., & Yunus, M. (2021). Interactive Learning via Digital Storytelling in Teach-ing and Learning. International Journal of Education and Literacy Studies. https://doi.org/10.7575/aiac.ijels.v.9n.3p.78.
Shpylyk, S. (2021). Internet marketing and so-cial media in the publishing busi-ness. Socio-Economic Problems and the State. https://doi.org/10.33108/sepd2022.02.362.
Stošić-Mihajlović, L., & Trajkovic, S. (2020). Market survival conditions under con-stant marketing mobility. Journal of Pro-cess Management. New Technologies, 8, 24-29. https://doi.org/10.5937/jouproman8-24280.
Tanoto, S., Liko, R., & Gunawan, K. (2023). The Effect of Harmonious Passion on Work Satisfaction and Life Satisfaction through Work-Life Enrichment Among Entrepre-neurs. Jurnal Manajemen dan Kewirausahaan. https://doi.org/10.26905/jmdk.v11i2.10671.
Thompson, J. (2021). John B. Thompson, Book Wars: The Digital Revolution in Publish-ing. European Journal of Communication, 36, 320–320. https://doi.org/10.1177/02673231211014986g.
Tatarinova, L. (2021). Publishing in the UK. Вісник Книжкової палати. https://doi.org/10.36273/2076-9555.2021.3(296).7-14.
Warrington, T., Abgrab, N., & Caldwell, H. (2000). BUILDING TRUST TO DEVELOP COMPETITIVE ADVANTAGE IN E‐BUSINESS RELATION-SHIPS. Competitiveness Review: An Inter-national Business Journal Incorporating Journal of Global Competitiveness, 10, 160–168. https://doi.org/10.1108/EB046409.
Xia, X. (2017). Study on Digital Processing Ap-proaches of Publishing Resources. https://doi.org/10.2991/meita-16.2017.6.
Xia, X. (2016). Study of Digital Technology in Publishing Work. https://doi.org/10.2991/iceeecs-16.2016.237.
Yang, S., Lin, S., Carlson, J., & Ross, W. (2016). Brand engagement on social media: Will firms’ social media efforts influence search engine advertising effective-ness? Journal of Marketing Management, 32, 526–557. https://doi.org/10.1080/0267257X.2016.1143863.
Yusnidar, Y., Yudhakusuma, D., & Sari, F. (2023). Personalized Marketing Strategy in Digital Business Using Data Mining Ap-proach. International Journal Software Engineering and Computer Science (IJSECS). https://doi.org/10.35870/ijsecs.v3i2.1515.
Ali, H., & Birley, S. (1998). The role of trust in the marketing activities of entrepreneurs establishing new ventures. Journal of Marketing Management, 14, 749-763. https://doi.org/10.1362/026725798784867626.
Ali, W., & Hassoun, M. (2019). Artificial Intelli-gence and Automated Journalism: Con-temporary Challenges and New Opportu-nities. International Journal of Media, Journalism and Mass Communications. https://doi.org/10.20431/2454-9479.0501004.
Beard, F. (1996). Integrated marketing com-munications: New role expectations and performance issues in the client-ad agen-cy relationship. Journal of Business Re-search, 37, 207–215. https://doi.org/10.1016/S0148-2963(96)00071–9.
Bilyk, I., Kindiy, M., & Kryveyko, M. (2023). Modern marketing is a key element of business activity. Socio-Economic Prob-lems of the Modern Period of Ukraine. https://doi.org/10.36818/2071-4653-2023-4-2.
Bradler, C., Dur, R., Neckermann, S., & Non, A. (2013). Employee Recognition and Per-formance: A Field Experi-ment. Randomized Social Experiments eJournal. https://doi.org/10.2139/ssrn.2256482.
Chagelishvili, A., Surmanidze, N., & Patsatsia, K. (2023). The importance of a career in human resource develop-ment. International Journal of Multidisci-plinary: Applied Business and Education Research. https://doi.org/10.11594/ijmaber.04.04.01.
Cotrino, G. (2021). Consumer Preferences To-wards Book Formats: How to Address Technological Disruption in the Publish-ing Indus-try. https://www.semanticscholar.org/paper/Consumer-Preferences-Towards-Book-Formats%3A-How-to-Cotri-no/554732a986696988c23eb043a3ff95f4b7a48e78?utm_source=consensus
De Vries, N., & Carlson, J. (2014). Examining the drivers and brand performance im-plications of customer engagement with brands in the social media environ-ment. Journal of Brand Management, 21, 495–515. https://doi.org/10.1057/BM.2014.18.
Els, R., & Meyer, H. (2023). The role of career development in ensuring effective quality management of training. SA Journal of Human Resource Management. https://doi.org/10.4102/sajhrm.v21i0.2126.
Guinaliu, M., & Jordan, P. (2016). Building trust in the leader of virtual work teams. Spanish Journal of Marketing - ESIC, 20, 58-70. https://doi.org/10.1016/J.REIMKE.2016.01.003.
Gulyani, G., & Bhatnagar, J. (2017). Mediator analysis of passion for work in Indian millennials. Career Development Interna-tional, 22, 50-69. https://doi.org/10.1108/CDI-04-2016-0057.
Gurun, U., Stoffman, N., & Yonker, S. (2020). Unlocking clients: The importance of re-lationships in the financial advisory in-dustry. Consumer Financial Fraud eJour-nal. https://doi.org/10.2139/ssrn.3132127
Havryliuk, K., & Rudkiska, M. (2020). Advertis-ing In Publishing Houses Depending on the amount of their Funding. 11. https://doi.org/10.32839/2304-5809/2020-11-87-8.
Helme-Guizon, A., & Magnoni, F. (2019). Con-sumer brand engagement and its social side on brand-hosted social media: How do they contribute to brand loyal-ty? Journal of Marketing Management, 35, 716 - 741. https://doi.org/10.1080/0267257X.2019.1599990.
Iskamto, D. (2022). Does Career Development Effect on Professionalism? International Journal of Management and Business Ap-plied. https://doi.org/10.54099/ijmba.v1i1.94
Jiménez-Marín, G., & Zambrano, R. (2020). The Book Trailer as a Publishing House Pro-motional Tool. , 147-160. https://doi.org/10.4018/978-1-7998-3119-8.ch011.
Jung, Y., & Sohn, Y. (2022). Does work passion benefit or hinder an employee’s career commitment? The mediating role of work–family interface and the moderat-ing role of autonomy support. PLoS ONE, 17. https://doi.org/10.1371/journal.pone.0269298.
Kovac, M., & Wischenbart, R. (2019). Globali-zation and Publishing. The Oxford Hand-book of Publishing. https://doi.org/10.1093/oxfordhb/9780198794202.013.9.
Levin, E., & Lobo, A. (2011). Clients' expecta-tions of their advertising agencies: crea-tivity and relationship management. https://www.semanticscholar.org/paper/Clients%27-expectations-of-their-advertising-and-Levin-Lo-bo/acff51f8663be8d10b9db5b5ca5259453f3722e9
Mehmood, K., Verleye, K., & De Keyser, A. (2020). Making Personalization Work: A Review of 45 Years of Personalization Research and its Customer Out-comes. http://hdl.handle.net/1854/LU-8659833
Magadán-Díaz, M., & Rivas-García, J. (2020). Spanish Publishing Companies on Social Networks. Publishing Research Quarterly, 36, 203-216. https://doi.org/10.1007/s12109-020-09721-5.
Mere, K., Puspitasari, D., Asir, M., Rahayu, B., & Mas'ud, M. (2024). Peran Konten Inter-aktif dalam Membangun Keterlibatan Konsumen dan Memperkuat Kesetiaan Merek: Tinjauan pada Platform Media Sosial dan Situs Web Perusahaan. Journal of Economic, Business and Accounting (COSTING). https://doi.org/10.31539/costing.v7i3.9361.
Montgomery, A., & Smith, M. (2008). Prospects for Personalization on the Inter-net. Journal of Interactive Marketing, 23, 130–137. https://doi.org/10.1016/j.intmar.2009.02.001.
Morrow, M., Schafer, M., Kantarci, K., Mielke, M., Vachon, C., & Winham, S. (2023). Leadership Development in Early Career Scientists: Themes and Feedback from Executive Coaching and Mindful Leader-ship Training. Journal of women's health, 32 8, 877-882. https://doi.org/10.1089/jwh.2023.0024.
Papadopoulou, P., Andreou, A., Kanellis, P., & Martakos, D. (2001). Trust and relation-ship building in electronic com-merce. Internet Res., 11, 322–332. https://doi.org/10.1108/10662240110402777.
Ponomarenko, I., & Siabro, S. (2021). PECULI-ARITIES OF USING PERSONALIZED MARKETING IN THE CONDITIONS OF DIGITALIZATION. Economic scope. https://doi.org/10.32782/2224-6282/172-9.
Qin, Y., & Li, Y. (2024). Analysis of Editorial Planning and Insights from International Bestsellers in the Age of Intelli-gence. Communications in Humanities Re-search. https://doi.org/10.54254/2753-7064/36/2024bj1008.
Qin, Y., & Wang, F. (2024). Research on the Marketing Strategies of International Bestsellers in the Digital Age: A Case Study of It Ends with Us—communications in Humanities Research. https://doi.org/10.54254/2753-7064/36/2024bj1004.
Rajendran, R., Shilpi, K., Kushwaha, S., Pawar, S., & Sarangi, S. (2024). Investigating Per-sonalized Marketing Techniques and Their Impact on Consumer Engage-ment. Journal of Informatics Education and Research. https://doi.org/10.52783/jier.v4i2.105.
Rajendran, V., & Yunus, M. (2021). Interactive Learning via Digital Storytelling in Teach-ing and Learning. International Journal of Education and Literacy Studies. https://doi.org/10.7575/aiac.ijels.v.9n.3p.78.
Shpylyk, S. (2021). Internet marketing and so-cial media in the publishing busi-ness. Socio-Economic Problems and the State. https://doi.org/10.33108/sepd2022.02.362.
Stošić-Mihajlović, L., & Trajkovic, S. (2020). Market survival conditions under con-stant marketing mobility. Journal of Pro-cess Management. New Technologies, 8, 24-29. https://doi.org/10.5937/jouproman8-24280.
Tanoto, S., Liko, R., & Gunawan, K. (2023). The Effect of Harmonious Passion on Work Satisfaction and Life Satisfaction through Work-Life Enrichment Among Entrepre-neurs. Jurnal Manajemen dan Kewirausahaan. https://doi.org/10.26905/jmdk.v11i2.10671.
Thompson, J. (2021). John B. Thompson, Book Wars: The Digital Revolution in Publish-ing. European Journal of Communication, 36, 320–320. https://doi.org/10.1177/02673231211014986g.
Tatarinova, L. (2021). Publishing in the UK. Вісник Книжкової палати. https://doi.org/10.36273/2076-9555.2021.3(296).7-14.
Warrington, T., Abgrab, N., & Caldwell, H. (2000). BUILDING TRUST TO DEVELOP COMPETITIVE ADVANTAGE IN E‐BUSINESS RELATION-SHIPS. Competitiveness Review: An Inter-national Business Journal Incorporating Journal of Global Competitiveness, 10, 160–168. https://doi.org/10.1108/EB046409.
Xia, X. (2017). Study on Digital Processing Ap-proaches of Publishing Resources. https://doi.org/10.2991/meita-16.2017.6.
Xia, X. (2016). Study of Digital Technology in Publishing Work. https://doi.org/10.2991/iceeecs-16.2016.237.
Yang, S., Lin, S., Carlson, J., & Ross, W. (2016). Brand engagement on social media: Will firms’ social media efforts influence search engine advertising effective-ness? Journal of Marketing Management, 32, 526–557. https://doi.org/10.1080/0267257X.2016.1143863.
Yusnidar, Y., Yudhakusuma, D., & Sari, F. (2023). Personalized Marketing Strategy in Digital Business Using Data Mining Ap-proach. International Journal Software Engineering and Computer Science (IJSECS). https://doi.org/10.35870/ijsecs.v3i2.1515.