Publishers and marketing

In creating a marketing framework, publishers must first consider how the strengths of the organisation are tied to marketing needs.

Most managers prefer to sell products that traditionally have been the easiest to sell, to customers who offer the least line of resistance. However, therein lies a risk of missed opportunities as companies could potentially outlive their usefulness. 

In Monday's lecture, the point was raised that publishers in particular should look outside their existing market, for example, targeting those who aren't reading, as well as those who are.