Book research quarterly

, Volume 4, Issue 2, pp 3–9 | Cite as

Planning and budgeting in publishing: The link with marketing

  • Mary E. Curtis


Publishing companies have embraced strategic, business, and market planning, but may not fully grasp its potential. This article describes their applications in a publishing environment, focusing on fundamental information required if the process is to have a beneficial outcome, as well as risks for the organization if planning is poorly conceived.


Planning Process Strategic Planning Distribution Channel Marketing Activity Marketing Effort 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer 1988

Authors and Affiliations

  • Mary E. Curtis
    • 1
  1. 1.Transaction PublishersRutgers UniversityNew Brunswick

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