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Online journal marketing strategies
Author(s) -
Bol Jennifer L.
Publication year - 1998
Publication title -
learned publishing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.06
H-Index - 34
eISSN - 1741-4857
pISSN - 0953-1513
DOI - 10.1087/09531519850146643
Subject(s) - marketing , digital marketing , business , cover (algebra) , marketing research , computer science , engineering , mechanical engineering
Publishers and learned societies in the scientific marketplace are faced with new challenges as they move their existing journals from the traditional print format and distribution to an electronic environment. Many of the traditional marketing approaches need to be modified to reflect new features and benefits that online publications offer. In addition, the electronic environment, specifically the World Wide Web (WWW) offer different types of opportunities beyond traditional marketing channels. The following paper will cover several different aspects of marketing electronic journals: traditional marketing considerations; translating traditional methods into electronic marketing strategies; and an emerging marketing channel referred to as the virtual community.