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    Marketing Musings: The FMCG-isation of book marketing

    Books are marketed like fast moving consumer goods, and mostly online with a generous role by social media. Digital marketing has also meant that physical stores upped their marketing game

    Sandip Ghose
    March 22, 2023 / 09:05 AM IST
    Marketing Musings: The FMCG-isation of book marketing

    File photo from the Delhi Book Fair at Pragati Maidan in New Delhi. (Photo: HRD ministry via Wikimedia Commons)

    Highlights: Amazon has shifted the entire game of book publishing and marketing online with many bookstores shutting shop  Bibliophiles have always existed but only now have publishers and booksellers created a business model out of it  Hawking new books is similar to the concept used by time share holiday marketers or gym owners that invite overbooking or oversubscription  Publishers now churn out many titles with small print orders and sell them like fast moving consumer goods   Much of this FMCG-like sale takes place...

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