BOOKS REACHING READERS IN TIMES OF COVID-19

ABSTRACT

The book market was one of the worst impacted during the COVID-19 pandemic, especially in Romania, where it already was a small one and concentrated in urban areas. Although e-books, online bookstores, and digital business models have been part of the book market landscape for some time, the COVID-19 pandemic strongly disrupted it. For a while, in many countries, the book market existed only in its digital form. Therefore, the business, marketing, and communicational processes moved online. The present paper analyzes the email marketing strategies adopted in the Romanian book market and is a starting point for future researches of the communication instruments in the book market. The findings suggest that companies are strongly oriented toward sales and branding is a secondary concern.