Marketing environment and image of the publishing sector in Ukraine: a source-based inquiry

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Манзик О. Р. № 2 (86) 312-321 Image Image

This article provides a meticulous and in-depth analysis of the role of scholars in the development and study of the image and promotion of publishing houses in the context of Ukraine. A comprehensive review of theoretical concepts and scientific publications is conducted, covering a wide range from general aspects of corporate image to specific features defining the image of publishing houses.

The article thoroughly examines the achievements of leading Ukrainian theorists, highlighting specific directions and aspects that have been the focus of their research. Various aspects are analyzed, such as image technologies and recent trends in the promotion of publishing houses. Concrete examples from practice are provided for a more effective illumination of the depth of the topic.

In the context of the analysis, special attention is given to the importance of research in relation to changes in media technologies and their impact on shaping the image of publishing houses. The article identifies the key contributions of scholars to the development of scientific dialogue on the image and promotion of publishing houses in the Ukrainian context.

This analysis contributes to understanding and identifying trends in this field, opening perspectives for further research. Considering the complexity and dynamics of the modern information environment, this work remains relevant and important for studying the impact of scientific research on the practice of shaping the image and promoting publishing houses.

A detailed explanation of the research methodology includes the analysis of scientific approaches, the use of various theoretical concepts, and the testing of methods for studying corporate image. Systematization of the obtained data and their further generalization allows for making objective conclusions and determining the main trends in the development of this scientific direction.

Special attention is given to examining the contribution of leading Ukrainian theorists to the study of this issue. The analysis of their research helps to identify and disclose the conceptual foundations and theoretical approaches to understanding the image and promotion of publishing houses.

Keywords: publishing image, marketing, book promotion, advertising and promotional communication, source base.

doi: 10.32403/0554-4866-2023-2-86-312-321


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