An assessment of marketing performance in the book industry in Ghana: the case of some selected bookshops in Kumasi

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Marketing is typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses. Publishing is an important cultural industry. Books are reservoirs of knowledge in which peoples heritage are preserved, and through which societal values and wisdom are transmitted and shared. Therefore publishing is essential for the social development of nations. Books can get to the consumer mainly through marketing. One of the major means for achieving this means is through the bookshops (booksellers). Unfortunately, most publishers and authors complain of the inability of the bookshops to market books within a targeted timeframe. It is in the light of the preceding paragraphs that this study was undertaken to assess the marketing effectiveness of bookshops (booksellers) in the book industry in Ghana. It has been revealed from the findings of the study that the dismal performance of book shops is due to the lack of marketing effectiveness. The study also revealed that there is a significant association between factors influencing high book sales (marketing mix and customer services) and customer group (thus book buyers) — parents, bookshops, students, schools and libraries. The researcher has the opinion that bookshops can increase their marketing performance if they improve upon their low marketing effectiveness. The demand for books is not by chance- An awareness of books needs to be created. Promotion and publicity is essential ingredient to bookselling. In order to stand up to the present competitive environment in which booksellers find themselves, it is imperative that they should adopt a more dynamic, aggressive, and professional approach to their craft.
A thesis submitted to the Department of Economics and Industrial Management, Faculty of Social Sciences, in partial fulfillment of the requirement for the award of the Masters of Arts degree in Industrial Management, 2005