Home⇛International Journal of Multidisciplinary: Applied Business and Education Research⇛vol. 6 no. 4 (2025)

Navigating The Publishing Landscape: Lived Experiences of Marketing Pro-fessionals in the Publishing Industry

Annabelle Tojoy | Mark Anthony N Polinar | Alexander Franco A. Delantar

Discipline: Marketing

 

Abstract:

The publishing industry is rapidly evolving, driven by digital advance-ments and shifting consumer demands. Marketing professionals are cru-cial in navigating these changes, employing innovative strategies to achieve the organization’s objectives. This phenomenology study ex-plores marketing professionals’ lived experiences and understanding of the meaning of their experiences in the publishing industry. Six (6) mar-keting professionals participated in the interview and were selected based on the set inclusions by the researchers. A structured interview guide was employed to unearth the participants' lived experiences and understand the essence of their responses, and Colaizzi’s method was used to generate the study’s themes. Subsequently, the study generated four key themes: (1) challenges encountered by a marketing professional, (2) marketing strategies utilized by a marketing professional, (3) motiva-tional factors as fuel to a marketing professional, and (4) observed trends in the publishing industry. The overall results suggest that marketing professionals in the publishing sector are tasked with finding a balance between innovative creativity and adaptability to ongoing changes. They must adeptly leverage new trends and execute successful strate-gies while managing the challenges of a highly competitive and rapidly changing environment. To achieve success, these professionals should be resourceful and visionary, consistently enhancing their methods to address the needs of a dynamic market.



References:

  1. Alexandrov,  S.,  Torgunakov,  E.,  &  Burakova,  A. (2024).  Marketing  Communications  Man-agement in The Book Publish-ing.Ekonomika   I   Upravlenie:   Problemy, Resheniya. https://doi.org/10.36871/ek.up.p.r.2024.05.07.030
  2. Ali,  H.,  &  Birley,  S.  (1998).  The  role  of  trust  in the  marketing  activities  of  entrepreneurs establishing new ventures.Journal of Mar-keting Management, 14, 749-763. https://doi.org/10.1362/026725798784867626.
  3. Ali,  W.,  &  Hassoun,  M.  (2019).  Artificial  Intelli-gence  and  Automated  Journalism:  Con-temporary  Challenges  and  New  Opportu-nities.International Journal of Media, Jour-nalism and Mass Communications. https://doi.org/10.20431/2454-9479.0501004.
  4. Beard, F. (1996). Integrated marketing commu-nications: New role expectations and per-formance  issues  in  the  client-ad  agency relationship.Journal of Business Research, 37, 207–215. Tojoy et al., 2025/Navigating the Publishing Landscape: Lived Experiences of Marketing Professionals in the Publishing IndustryIJMABER1780Volume 6| Number 4| April|2025https://doi.org/10.1016/S0148-2963(96)00071–9.
  5. Bilyk,  I.,  Kindiy,  M.,  &  Kryveyko,  M.  (2023). Modern  marketing  is  a  key  element  of business    activity.Socio-Economic    Prob-lems   of   the   Modern   Period   of   Ukraine. https://doi.org/10.36818/2071-4653-2023-4-2.
  6. Bradler,  C.,  Dur,  R.,  Neckermann,  S.,  &  Non,  A. (2013).  Employee  Recognition  and  Per-formance:  A  Field  Experiment.Random-ized Social Experiments eJournal. https://doi.org/10.2139/ssrn.2256482.
  7. Chagelishvili, A., Surmanidze, N., & Patsatsia, K. (2023). The importance of a career in hu-man  resource  development.International Journal  of  Multidisciplinary:  Applied  Busi-ness and Education Research. https://doi.org/10.11594/ijma-ber.04.04.01
  8. .Cotrino,  G.  (2021).  Consumer  Preferences  To-wards  Book  Formats:  How  to  Address Technological  Disruption  in  the  Publish-ing Industry.https://www.seman-ticscholar.org/paper/Consumer-Prefer-ences-Towards-Book-Formats%3A-How-to-Corino/554732a986696988c23eb043a3ff95f4b7a48e78?utm_source=consensus
  9. De Vries, N., & Carlson, J. (2014). Examining the drivers  and  brand  performance  implica-tions    of    customer    engagement    with brands    in    the    social    media    environ-ment.Journal  of  Brand  Management,  21, 495–515. https://doi.org/10.1057/BM.2014.18.
  10. Els,  R.,  &  Meyer,  H.  (2023).  The  role  of  career development in ensuring effective quality management of training.SA Journal of Hu-man Resource Management. https://doi.org/10.4102/sajhrm.v21i0.2126.
  11. Guinaliu, M., & Jordan, P. (2016). Building trust in the leader of virtual work teams.Span-ish  Journal  of  Marketing -ESIC,  20,  58-70. https://doi.org/10.1016/J.REIMKE.2016.01.003.
  12. Gulyani,  G.,  &  Bhatnagar,  J.  (2017).  Mediator analysis of passion for work in Indian mil-lennials.Career Development Interna-tional, 22, 50-69. https://doi.org/10.1108/CDI-04-2016-0057.
  13. Gurun, U., Stoffman, N., & Yonker, S. (2020). Un-locking  clients:  The  importance  of  rela-tionships  in  the  financial  advisory  indus-try.Consumer   Financial   Fraud   eJournal. https://doi.org/10.2139/ssrn.3132127
  14. Havryliuk, K., & Rudkiska, M. (2020). Advertis-ing  In  Publishing  Houses  Depending  on the     amount     of     their     Funding.     11. https://doi.org/10.32839/2304-5809/2020-11-87-8.
  15. Helme-Guizon,  A.,  &  Magnoni,  F.  (2019).  Con-sumer  brand  engagement  and  its  social side  on  brand-hosted  social  media:  How do they contribute to brand loyalty?Jour-nal  of  Marketing  Management,  35,  716 -741. https://doi.org/10.1080/0267257X.2019.1599990.
  16. Iskamto,  D.  (2022).  Does  Career  Development Effect   on   Professionalism?International Journal  of  Management  and  Business  Ap-plied. https://doi.org/10.54099/ijmba.v1i1.94
  17. Jiménez-Marín, G., & Zambrano, R. (2020).  The Book  Trailer  as  a  Publishing  House  Pro-motional Tool., 147-160. https://doi.org/10.4018/978-1-7998-3119-8.ch011.
  18. Jung,  Y.,  &  Sohn,  Y.  (2022).  Does  work  passion benefit or hinder an employee’s career commitment?    The    mediating    role    of work–family  interface  and  the  moderat-ing  role  of  autonomy  support.PLoS  ONE, 17. https://doi.org/10.1371/jour-nal.pone.0269298.
  19. Kovac, M., & Wischenbart, R. (2019). Globaliza-tion and Publishing.The Oxford Handbook of Publishing. https://doi.org/10.1093/ox-fordhb/9780198794202.013.9.
  20. Levin,  E.,  &  Lobo,  A.  (2011).  Clients’  expecta-tions  of  their  advertising  agencies:  crea-tivity     and     relationship     management. https://www.semanticscholar.org/pa-per/Clients%27-expectations-of-their-advertising-and-Levin-Lobo/acff51f8663be8d10b9db5b5ca5259453f3722e9.
  21. Tojoy et al., 2025 /Navigating the Publishing Landscape: Lived Experiences of Marketing Professionals in the Publishing IndustryIJMABER 1781Volume 6| Number 4| April| 2025
  22. Mehmood,   K.,   Verleye,   K.,   &   De   Keyser,   A. (2020).  Making  Personalization  Work:  A Review of 45 Years of Personalization Re-search and its Customer Out-comes.http://hdl.handle.net/1854/LU-8659833
  23. Magadán-Díaz,  M.,  &  Rivas-García,  J.  (2020). Spanish  Publishing  Companies  on  Social Networks.Publishing  Research  Quarterly, 36, 203-216. https://doi.org/10.1007/s12109-020-09721-5.
  24. Mere, K., Puspitasari, D.,  Asir,  M., Rahayu, B., & Mas’ud,  M.  (2024).  Peran  Konten  Inter-aktif    dalam    Membangun    Keterlibatan Konsumen   dan   Memperkuat   Kesetiaan Merek: Tinjauan pada Platform Media So-sial  dan  Situs  Web  Perusahaan.Journal  of Economic, Business and Accounting (COST-ING). https://doi.org/10.31539/cost-ing.v7i3.9361.
  25. Montgomery, A., & Smith, M. (2008). Prospects for  Personalization  on  the  Internet.Jour-nal of Interactive Marketing, 23, 130–137. https://doi.org/10.1016/j.intmar.2009.02.001.
  26. Morrow, M., Schafer, M., Kantarci, K., Mielke, M., Vachon,  C.,  &  Winham,  S.  (2023).  Leader-ship  Development  in  Early  Career  Scien-tists:  Themes  and  Feedback  from  Execu-tive   Coaching   and   Mindful   Leadership Training.Journal  of  women’s  health,  32  8, 877-882. https://doi.org/10.1089/jwh.2023.0024.
  27. Papadopoulou,  P.,  Andreou,  A.,  Kanellis,  P.,  & Martakos,  D.  (2001).  Trust  and  relation-ship  building  in  electronic  commerce.In-ternet Res., 11, 322–332. https://doi.org/10.1108/10662240110402777.
  28. Ponomarenko,  I.,  &  Siabro,  S.  (2021).  PECULI-ARITIES  OF USING PERSONALIZED MAR-KETING  IN  THE  CONDITIONS  OF  DIGI-TALIZATION.Economic scope. https://doi.org/10.32782/2224-6282/172-9.
  29. Qin,  Y.,  &  Li,  Y.  (2024).  Analysis  of  Editorial Planning  and  Insights  from  International Bestsellers in the Age of Intelligence.Com-munications     in     Humanities     Research. https://doi.org/10.54254/2753-7064/36/2024bj1008.
  30. Qin, Y., & Wang, F. (2024). Research on the Mar-keting Strategies of International Bestsell-ers  in  the  Digital  Age:  A  Case  Study  of  It Ends   with   Us—communicationsin   Hu-manities Research. https://doi.org/10.54254/2753-7064/36/2024bj1004.
  31. Rajendran, R., Shilpi, K., Kushwaha, S., Pawar, S., & Sarangi, S. (2024). Investigating Person-alized  Marketing  Techniques  and  Their Impact on Consumer Engagement.Journal of   Informatics   Education   and   Research. https://doi.org/10.52783/jier.v4i2.105.
  32. Rajendran,  V.,  &  Yunus,  M.  (2021).  Interactive Learning via Digital Storytelling in Teach-ing  and  Learning.International  Journal  of Education and Literacy Studies. https://doi.org/10.7575/aiac.ijels.v.9n.3p.78.
  33. Shpylyk,  S.  (2021).  Internet  marketing  and  so-cial  media  in  the  publishing  business.So-cio-Economic    Problems    and    the    State. https://doi.org/10.33108/sepd2022.02.362.
  34. Stošić-Mihajlović,  L.,  &  Trajkovic,  S.  (2020). Market   survival   conditions   under   con-stant  marketing  mobility.Journal  of  Pro-cess  Management.  New  Technologies,  8, 24-29. https://doi.org/10.5937/joupro-man8-24280.
  35. Tanoto,  S.,  Liko,  R.,  &  Gunawan,  K.  (2023).  The Effect  of  Harmonious  Passion  on  Work Satisfaction  and  Life  Satisfaction  through Work-Life  Enrichment  Among  Entrepre-neurs.Jurnal Manajemen dan Kewirausahaan. https://doi.org/10.26905/jmdk.v11i2.10671.
  36. Thompson,  J.  (2021).  John  B.  Thompson,  Book Wars:  The  Digital  Revolution  in  Publish-ing.European  Journal  of  Communication, 36, 320–320. https://doi.org/10.1177/02673231211014986g.
  37. Tatarinova,    L.    (2021).    Publishing    in    the UK.Вісник   Книжкової   палати. https://doi.org/10.36273/2076-9555.2021.3(296).7-14.Tojoy et al., 2025/Navigating the Publishing Landscape: Lived Experiences of Marketing Professionals in the Publishing IndustryIJMABER1782Volume 6| Number 4| April|2025
  38. Warrington,   T.,   Abgrab,   N.,   &   Caldwell,   H. (2000).  BUILDING  TRUST  TO  DEVELOP COMPETITIVE  ADVANTAGE  IN  E-BUSI-NESS RELATIONSHIPS.Competitiveness Review:  An  International  Business  Journal Incorporating  Journal  of  Global  Competi-tiveness, 10, 160–168. https://doi.org/10.1108/EB046409.
  39. Xia,  X.  (2017).  Study  on  Digital  Processing  Ap-proaches of Publishing Resources. https://doi.org/10.2991/meita-16.2017.6.
  40. Xia,  X.  (2016).  Study  of  Digital  Technology  in Publishing Work. https://doi.org/10.2991/iceeecs-16.2016.237.Yang,  S.,  Lin,  S.,  Carlson,  J.,  &  Ross,  W.  (2016). Brand  engagement  on  social  media:  Will firms’  social  media  efforts  influence search engine advertising effective-ness?Journal  of  Marketing  Management, 32, 526–557. https://doi.org/10.1080/0267257X.2016.1143863.
  41. Yusnidar,   Y.,   Yudhakusuma,   D.,   &   Sari,   F. (2023).  Personalized  Marketing  Strategy in Digital Business Using Data Mining Ap-proach.International Journal Software En-gineering  and  Computer  Science  (IJSECS). https://doi.org/10.35870/ijsecs.v3i2.1515.

Tools


Copyright © 2025  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic