Applying Marketing Concepts to Book Publishing in Nigeria

Abstract

Book publishing will constitute a wasted effort if worthy books are not placed in the hands of readers. The signs are that Nigeria is under-served and the potential book market largely untapped. Although various reasons could be adduced for unwholesome book reading development, publishers need to play their own part in changing situations by publishing books that readers can read and make sure that readers want to read them, and then put them within readers’ reach. Book marketing (and publishing) in Nigeria leaves a lot to be desired. To create a reading nation, Nigerian publishers need to operate within the marketing concept in their pursuit of profit and survival by satisfying readers. By so doing, the publishing industry should witness a tremendous change. A change that is not only beneficial to the book industry as a whole but the nation as well, since a reading nation is also a development-oriented nation.

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