Особлива ніша маркетингу у видавничо-поліграфічній справі

At present, there are remnants of the past in Ukraine in all spheres of entrepreneurial activity, including publishing marketing. This direction is becoming increasingly clear to us every day and gradually approaches the use of marketing in all its capabilities. Such conclusions can be reached by contemplating the well-established, effective activity of publishing houses, etc. At present, the issue of ensuring the specificity of the entry of marketing in the publishing and printing business is of particular importance. In the article, based on the analysis of scientific views of scientists - marketers, theoretical approaches to understanding the concept of "marketing" are researched. "Marketing" is associated with the process of planning and managing the study of goods and services, price behavior, the transition of goods to consumers and their marketing, which leads to satisfaction of consumers. The author's definition of "Book Marketing" is defined. Namely: "Marketing of the book", to my mind, is the phase of publishing, which starts with the first documents from the author of the future manuscript. Because the sooner the work on the beginning and promotion of the book on the book market will be organized, the more successful, the more extensive it will be possible to sell it to the end user, the reader. It is emphasized that the tension of sales in the XI century was a prerequisite for the creation of a new view of entrepreneurship - the basis of marketing. So the achievement of the goals of the enterprise through marketing activities in the printing industry is possible only through: studying the market of books, its planning, segmentation, as well as processing the totality of marketing, weighing on its features, etc