The article Cheapest E-Books Upend the Charts by Jeffrey A.Trachtenber illustrates that as digital sales’ sharp rising, the cheap and self-published digital e-books have been more attractive to the budget-minded readers which results in the distress and price pressure of the large publishers.
This article is relevant to the Direct Marketing and Direct Selling in Chapter 14 and Marketing Distribution. The wise digital e-book sellers use On-line Retailing take internet’s advantage in order to “beat” the traditional large publishers in the two variables of marketing distribution----Price and Promotion. “On-line Retailing makes products available to buyers through computer connections…With advances in computer technology continuing and consumers ever more pressed for time, online retailing will continue to escalate” which may be the most reluctant fact for large publishers to face. (Ferrell 354) Furthermore, as we entered the “marketing era, one of marketing orientation”, marketing method has been more of sellers’ concern. (Ferrell 11) Just as what Mr. Locke who has 20,000 followers in the Twitter and use blog to do the promotion says in the article, “it’s all about marketing”. They use blog to do the promotion increase public awareness and price variable to be more competitive. However, thought the article didn’t mention, there’re also disadvantages of on-line retailing, which the e-book sellers should take concern. “In a recent survey conducted by the Business Software Alliance, about 75 percent of Internet users expressed concerns about shopping online. The major issues are identity theft and credit card theft.” (Ferrel 354)
Digital e-book sellers use the marketing method of on-line retailing and price and promotion variables in the marketing distribution to beat the competitors of traditional publishers. However, they take the advantage of on-line retailing, at