Publishing Journal ›› 2015, Vol. 23 ›› Issue (6): 110-.

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Observing Zhao Jiabi’s Strategies of Advertising and Marketing on An Expanded Family of Chinese New Literature (1917—1927)

  

  • Online:2015-11-15 Published:2015-11-15

Abstract:

An Expanded Family of Chinese New Literature (1917—1927) is a pioneering work of Chinese literature publishing history. Its successful marketing strategies was representative in the press of the time. Zhao Jiabi’s advertising and marketing run through the whole course of editing and publishing, integrated various marketing tools vertically with distinctive characteristics, and achieved good social effects and economic benefits. It has the reference significance to advertising and marketing of books nowadays.