Title: In search of a new marketing and sales strategy in the print media business: a Balkans case

Authors: Marija Tomasevic Lisanin, Tihomir Vranesevic, Mirko Palic, Gianpaolo Vignali

Addresses: Graduate School of Economics and Business, Trg J.F. Kennedya 6, 10000 Zagreb, Croatia. ' Graduate School of Economics and Business, Trg J.F. Kennedya 6, 10000 Zagreb, Croatia. ' Graduate School of Economics and Business, Trg J.F. Kennedya 6, 10000 Zagreb, Croatia. ' School of Tourism, Hospitality and Retailing Management, Leeds Metropolitan University, City Campus, Leeds LS1 3HE, UK

Abstract: The purpose of this case is to present news media situation in a transitional environment. The media industry worldwide is experiencing a significant change in a major business direction, from the acknowledged servant of public interest, toward the increasing commercialisation of the sector, where media organisations become a profit generator for its owners. Those changes in the strategic orientation of the media industry require different business strategy and highly sophisticated management approaches. The transitional context makes this process more complex because of the undeveloped media regulation, up to the recent political heritage and influences, changes in cultural values, weak economic situation and lower customer income than in EU countries, poor accompanying infrastructure of media research and monitoring entities, etc. The presented case encompasses the situation of acquisition of the major Croatian newspaper, with emphasis given to the marketing issues of strategic planning, competitor analyses, positioning and branding, sales management and distribution.

Keywords: pricing; Austria; price lists; sales management; media advertising; newspaper publishing; marketing strategy; sales strategy; print media; Croatia; strategic planning; competitor analyses; positioning; branding; distribution.

DOI: 10.1504/IJESB.2006.009280

International Journal of Entrepreneurship and Small Business, 2006 Vol.3 No.3/4, pp.348 - 365

Published online: 15 Mar 2006 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article