The use of the concept test study in writing a series of bestselling academic books

Market research is important in helping publishers to understand the needs of the book market, while the concept test is important in helping authors to understand the needs of readers.

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...

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