Few Aspects Regarding the Promotional Tools Used in the Marketing Activity of Publishing Houses

As they operate in an increasingly turbulent environment, modern organizations have toorganize their activity in such a way that they meet the needs of their target audience as well, asquicker and as appropriate as possible, that they meet the consumers’ demand and that theyachieve a profitable and positively perceived existence. Alongside other categories of goods andservices suppliers, publishing houses are organizations that operate in an intensely competitivemarket. Through their specifics, publishing houses target specific categories of audience, not onlyinstitutions and enterprises (such as: public and private libraries, educational institutions, othertypes of cultural institutions etc.), but also individuals. Consequently, publishing houses have todesign, target and promote their offer so that they meet the demand for this specific type of culturalconsumption in an appropriate manner. The purpose of this paper is to present the main techniquesand tools used by publishing houses to implement communicational marketing activities