4P marketing mix at the Polish book market

Abstract

The author discusses marketing topics, trying to organize knowledge on its practical applications at the Polish book market in the second half of the 90s of the 20^th century and the beginning of the 21^st century. First, he reviews the most important literature of English and Polish economists, to formulate his definition of marketing and to analyze the so-called 4P marketing mix (product, price, place, and promotion) from the perspective of the Polish book market. He concludes that the 4P formula supported both American and Polish publishers in struggling with quite similar problems. Large Polish publishers applied marketing professionally in the analyzed period. The author states that companies efficient in marketing mix application would win at the Polish book market.