The role of cognitive component in the products promotion on the example of ROSMEN Publishing House

Laricheva E.A.¹, Nozdrina N.A.¹, Radkova N.O.¹
¹ Брянский государственный технический университет, Russia

Journal paper

Creative Economy ^{(РИНЦ, ВАК)}
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Volume 13, Number 3 (March 2019)

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=37242415

Abstract:
The authors summarize the literature on the cognitive characteristics of marketing, describes the application of cognitive marketing as a new marketing concept, the scheme of cognitive marketing process. On the example of the largest children's publishing house "ROSMEN" we discuss the specific examples of practical application of cognitive component in the promotion of publishing products (fantastic and fantasy literature for adolescents) in the Russian market. In particular, we analyse the behaviour of publishers in "VKontakte" social network, and also offline (offline meetings, work on the cover), we describe the techniques that attract an audience, stimulating the growth in sales that forms the standard literature consumption by teenagers.

Keywords: promotion, publishing, cognitive component of marketing, cognitive marketing, book production

JEL-classification: M31, L82, M39

References:

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