Date of this Version
OKWILAGWE, Oshiotse Andrew
BA, MA, MLS, M.Litt, Ph.D
Professor of Publishing and Copyright Studies.
Department of Library, Archival and Information Studies, University of Ibadan, Nigeria
OTOAYELE, Aliyu (CLN)
B.Ed (Hons), MPCS, MLIS (Ibadan),
Department of Library, Archival and Information Studies, University of Ibadan, Ibadan.
This study investigated the relationship between publishers’ sales representatives’ demographic characteristics and perception on book as a product for branding and marketing in Ibadan, Oyo State, Nigeria. The study is a survey research of correlational type. Total enumeration sampling technique was adopted using thirty sales representatives each from thirty publishing companies at a national training workshop in Ibadan. The data gathered were analysed using descriptive statistics and ANOVA. The findings show that there was no significant influence of sales representatives’ demographic characteristics on perception of book as a product worthy of branding for marketing. The findings are a collective prognosis of unhealthy future for book marketing in Nigeria. It was recommended that sales representatives should be trained for cognitive, technical and socio-economic skills needed for effective book marketing; otherwise book marketing will remain the “Archilles heels” of the book publishing industry in Nigeria.