Edited by Ian Fillis and Nick Telford
Chapter 25: International entrepreneurial marketing in the publishing industry
This chapter utilizes the concept of international entrepreneurial marketing to analyze internationalization and marketing behavior in small- and medium-sized enterprises (SMEs) in the Scottish book publishing industry. Many Scottish books produced by small publishers are seen as niche and regionally Scottish in a way that is in opposition to an international consumer base, but through analysis of three case studies, this chapter asserts that international entrepreneurial marketing is the key to promoting Scottish books to international readers. The Scottish book industry’s high concentration of SMEs, unusual international outlook despite its size, and position within the larger creative/cultural industries make the concept of international entrepreneurial marketing particularly relevant to this case study. This chapter utilizes a qualitative methodology of case studies, informed by 54 interviews with publishing professionals in the Scottish book publishing industry, and focused on three successful books from three different book publishing SMEs in Scotland.
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