Odnosi s javnošću u knjižnom nakladništvu
Public relations in book publishing

Summary/Abstract: Public relations in book publishing are a compilation of corporative public relations and those that are applied in cultural organizations and institutions. Due to the specific character of a book in the terms of form and as content bearer, about which it is communicated, but which also communicates with reader by itself, that is not only compilation, but book publishing also has its own specific features on which it builds an unique model of public relations. In practice, public relations and marketing are hardly distinguishable, and this study emphasizes the fact that, despite the need of an integral functioning, the relations to external public in book publishing are focused basically towards potential readers, while in marketing the focus is put on the same target public as towards the customers.

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