Abstract:

The service-oriented transformation of the publishing industry has become a hot topic in

recent years. The theory of book marketing needs to be innovated with the trend. In the article, at first,

the discipline name of publishing services marketing is put forward. Then, the theoretical systems of

services marketing theories for reference are divided into four categories: service logic, service quality,

customer value and customer relationship, and the theoretical system of the new discipline is roughly

established. Finally, nine specific fields of contemporary publishing services marketing practices are

summarized, whose integration into the theoretical system in the future is expected.

Key words:

Book marketing Publishing services marketing Service-oriented transformation

Publishing knowledge service Service dominant logic

CLC Number: 

• G235