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


Laricheva E.A., Nozdrina N.A., Radkova N.O.
(about the authors)

Laricheva Elena Anatolevna – (Bryansk State Technical University)

Nozdrina Natalya Aleksandrovna – (Bryansk State Technical University)

Radkova Natalya Olegovna – (Bryansk State Technical University)

Published in:
Creative Economy
– Volume 13, Number 3 (March 2019)

JEL classification: L82, M31, M39

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


Citation:
Laricheva E.A., Nozdrina N.A., Radkova N.O. (2019). The role of cognitive component in the products promotion on the example of ROSMEN Publishing House. Creative Economy, 13(3), 545-552. doi: 10.18334/ce.13.3.39968


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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.







References:
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