| Abstract [eng] |
In response to chancing process of publishing scholarly journals this paper focuses on practice of the marketing communication in publishing. The publishing process of scholarly journals and the marketing communication tools used in practice of academic publishers are the object of this research. Accordingly, the aim of this work is to analyse the marketing communication tools used in publishing of scholarly journals and to assess their usefulness communicating with customers. To achieve this aim the following tasks were set: to analyse the typological changes of scholarly journal; to review the interests of participants in publishing scholarly journal; to assess the changes in scholarly publishing industry; to determinate the aspect of Lithuanian scholarly journals publishing; to analyse the changing marketing process and its tools; to find out the Lithuanian academic publishers used marketing communication tools in their scholarly journals websites. This research paper used such methods as comparison quantitative and qualitative data analysis. The results of analysis revealed that scholarly journals websites are commonly used to achieve publisher’s aims in communication and that Lithuanian publishers of scholarly journals don’t use all the possibilities of electronic publishing and communication tools through websites for assessing wider audiences. |
