Marketing on the Edge: A Study of Marketing at Arsenal Pulp Press

Laura M Lemay
Publishing, Simon Fraser University
April, 2001
 

Abstract

This paper is a study of the marketing practices at Arsenal Pulp Press and an assessment of those practices in the light of current marketing theory. It also assesses the characteristics that differentiate the independent press from larger publishing houses as well as from other types of businesses. This paper begins with Arsenal Pulp's current market profile: who is Arsenal Pulp, what kinds of books does it publish and why? Next, the paper discusses Arsenal Pulp's marketing strategies and procedures, both as they are and in the context of current marketing theory. This is followed by a discussion of specific marketing vehicles that Arsenal uses, such as its website, catalogues, direct-mail programs and distributors. Throughout, the paper suggests not only how Arsenal Pulp might sustain its steady growth in audience but also how Arsenal Pulp might increase its market share, both in Canada and internationally.
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We wish to acknowledge the financial support of the Social Sciences and Humanities Research Council for their financial support through theAid to Scholarly Journals Program.

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