- Copyright Page
- List of Figures
- List of Tables
- List of Contributors
- Publishing History
- Copyright and Publishing: Symbiosis in the Digital Environment
- Publishing and Society
- Publishing and Culture: The Alchemy of Ideas
- Publishing and Information
- Networks: From Text to Hypertext, from Publishing to Sharing, from Single Author to Collaborative Production
- Publishing and Corporate Social Responsibility
- Economics of Publishing
- The Strategy of Publishing
- Globalization and Publishing
- Curation in Publishing: Curatorial Paradigms, Filtering, and the Structure of Editorial Choice
- Trade Publishing
- Academic Publishing
- Educational Publishing: How It Works: Primary and Secondary Education Publishing
- Organizational Structures in Publishing
- Book Design
- Publishing and Technology
- Marketing for Publishing
- The Future of Publishing: Eight Thought Experiments
Abstract and Keywords
The emergence and wide acceptance of strategic theories in the years after 1945 helped transform the book publishing industry. Companies were able to craft strategies, and the structures needed to implement and execute strategies, to grow domestically and globally. This chapter outlines some of the individuals who played a substantive role in the development of strategies as well as some of the publishers able to use these strategies. But some authors argued that strategies alone will not always work since people and markets are not always predictable; they do not always follow the strategies developed by publishers. In the end, there is always room for managers to use their judgement when confronted with randomness or chaos in the marketplace.
Albert N. Greco is Professor of Marketing at Fordham University’s Gabelli School of Business and the author/editor of 15 scholarly books and 10 professional books. He is the author of 33 journal articles, 112 book reviews, and 23 book chapters. He has presented research papers at The World Bank, Harvard, and the Library of Congress; and he did publishing consulting work for Goldman Sachs, Morgan Stanley, JP Morgan, among others. His research was cited by the Supreme Court of the USA, 3 Harvard Business School case studies and the Journal of Marketing. He is writing a book about World War Two’s impact on scholarly publishing.
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