An Assessment of Promotion And Distribution Techniques Of Book Publishers In Nigeria

Abstract

Various techniques are employed by book publishers to promote and distribute their products. Book promotion and distribution revolves around creating awareness and communicating the benefits contained in books to existing and potential buyers. Findings on the various distribution methods employed by book publishers in Nigeria shows that 88.5% (23) of the companies studied use sales representatives calls as one of the most popular techniques. Book distribution through schools and directly to individuals were also identified among the highly rated techniques. Personal selling was ranked as the most effective tool of promoting books. The opening of book depots, use of aggressive promotion programmes and the pooling of resources to improve book distribution through joint transportation and warehousing arrangement are recommended in the study.

Samaru Journal of Information Studies Vol. 7 (2) 2007: pp. 12-17