Marketing and e-book perception

S obzirom da živimo u dobu informacijske pismenosti, koja se potiče već od najranije dobi putem formalnog i neformalnog obrazovanja, postavlja se pitanje koriste li pojedinci elektroničku knjigu za svoj rad, učenje ili pak zabavu, jesu li upoznati s pojmom elektroničke knjige i utječe li marketing iste na to. Na temelju istraživanja provedenog u sklopu diplomskoga rada pod nazivom „Marketing i percepcija elektroničke knjige“ cilj ovoga rada jest iznijeti podatke o tome kakva je percepcija elektroničke knjige u Hrvatskoj, u koje svrhe se koristi, na kojim platformama planiraju li je ispitanici u budućnosti koristiti. Osim toga,istraživanjem se pokušalo otkriti ima li elektroničko nakladništvo kvalitetnu promociju elektroničkih nakladničkih proizvoda koju ljudi primjećuju, a koja će ih potaknuti na korištenje elektroničkih knjiga i čitača za elektroničke knjige.Given that we live in an age of information literacy, which is fostered from an early age through formal and non-formal education, it begs the question whether individuals use e-books for their work, education or entertainment, whether they are familiar with the term e-book, and whether the manner in which e-books are marketed affects the aforementioned. Based on the research conducted as part of the Master thesis entitled “Marketing and perception of electronic book”, the aim of this paper is to present data regarding the perception of e-books in Croatia, for what purposes and on what platforms are they being used, and whether the respondents plan to use them in their future. In addition, another objective of this research was to find out whether the quality of promotional activities being performed by electronic publishing entities with regard to e-publishing products is such that people would notice them and encourage them to use e-books and e-book readers