The use of the concept test study in writing a series of bestselling academic books
Chua Yan Piaw
University of Malaya
Market research in the publishing industry
Although marketing research is a new trend in book publishing, compared to other marketing and servicing companies, the best publishing companies today are all marketing-driven (Baverstock 2008). For these publishers, marketing research is designed to provide information that assists companies in determining their product development and marketing strategies. Market research is used for studying the book market to keep abreast of what is selling, to identify where the potential for development of new...