Marketing

Businesses tend to sell things that have a history of selling well, however, in doing so they risk missing new opportunities.  In the business of publishing, managers tend to sell to the customers they already have.  In the lecture we discussed the fact that it would perhaps be beneficial for publishers to try and expand their markets and sell to people who do not often read and buy books, as this is a huge market that they are missing out on. It could be argued that the new digital age and the book apps it has brought about is contributing to widening their market, as people who may not buy a lot of books might be more interested in a book app.