MARKETING STRATEGIES FOR PROMOTING DIGITAL AND PRINTED PUBLISHING PRODUCTS IN THE CONDITIONS OF MARKET TRANSFORMATION

Abstract

The article provides an in-depth examination of the shifting marketing strategies employed by Ukrainian book publishers as they grapple with the continuing digital transformation. It breaks down the fundamental principles of marketing as they pertain specifically to the book industry, identifying crucial obstacles and opportunities for improving the effectiveness of publishing houses. The study introduces a robust framework for measuring marketing success, using financial indicators, market share analysis, and assessments of communication efficiency, including Return on Marketing Investment (ROMI), Customer Lifetime Value (CLV), and Customer Acquisition Cost (CAC). This systematic approach is designed to strategically refine pricing models, strengthen control over distribution networks, and amplify the return on marketing investments (ROMI) in a market undergoing significant change. Moreover, the research stresses the absolute necessity for publishers to adopt analytical marketing management, leveraging Key Performance Indicators (KPIs) to inform decision-making with data. Diagnostic observations of the current marketing activities of Ukrainian publishing and printing companies are methodically categorized, underscoring both deficiencies and possible paths for expansion. Particular attention is paid to adapting marketing strategies to the realities of digitalization, including the implementation of omnichannel communication strategies, the development of individualized services, and the purposeful application of online marketing resources. The results of this investigation offer concrete, real-world benefits for publishing and printing enterprises seeking to strengthen their competitive standing and maximize the influence of their marketing efforts in the digital environment. The proposed indicator system facilitates a comprehensive evaluation of marketing investment efficiency, connecting monetary considerations with communication tactics and the socio-ethical aspects of the organization's activities.