Abstract
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.
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This article is adapted from a presentation at a marketing and fulfillment seminar sponsored by the Society for Scholarly Publishing, April 21, 1988.
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Curtis, M.E. Planning and budgeting in publishing: The link with marketing. Book Research Quarterly 4, 3–9 (1988). https://doi.org/10.1007/BF02910822
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DOI: https://doi.org/10.1007/BF02910822