Marketing Trends in the Online Retailing of Books in Romania

Title

Marketing Trends in the Online Retailing of Books in Romania

Author

Carmen Balan

Classification JEL

M30, M31, L81

Abstract

The goal of the research presented in this paper is to identify the marketing trends in the online retailing of books on the Romanian market. The main objectives of the research refer to the exploration of the present trends relative to: (i) book reading in Romania; (ii) online purchasing of books in Romania; (iii) types of online retailers on the market of books; (iv) marketing strategies of the different operators involved in the online retailing of books; (v) performance metrics of the companies involved in the online retailing of books. The research design is exploratory. Based on the research findings, recommendations for the future development of the marketing strategies in the online retailing of books in Romania are envisaged. While there are previous studies relative to the book market in this country, the perspective of e-commerce and social media was rather unaddressed. Thus, the distinctive contribution of the paper consists in the fact that it is among the first to approach the marketing trends in the online retailing of books.

Keywords

online trends, marketing of books, e-commerce, social media.

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Please cite this article as: Carmen Balan (2015) Marketing Trends in the Online Retailing of Books in Romania. International Conference on Marketing and Business Development. http://www.mbd.ase.ro/?p=146