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All Journal Sebelas Maret Business Review
Danang Yudhiantoro
UPN Veteran Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The strategy of a book publisher during the pandemic: A case study from Deepublish Ayu Dwi Utami; Aruming Sekar Sukrani Candra Dewi; Danang Yudhiantoro
Sebelas Maret Business Review Vol 6, No 1 (2021): June 2021
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/smbr.v6i1.55710

Abstract

This article provides a case study related to the strategy of the Deepublish publishing company in dealing with the Covid 19 Pandemic crisis that has entered Indonesia since March 2, 2020. We provide an explanation regarding the impact of the pandemic on the publishing world. This article uses a descriptive case study and a literature review using data from the Deepublish company. We found the company's marketing strategy, namely B2C, which was initially less superior than competing companies, actually became an advantage for Deepublish. The application of the flywheel marketing concept, adding title assets, and optimizing distribution channels encourage companies to continue to exist and increase company turnover. The results of this study are expected to be a benchmark for other publishing companies.  
Co-Authors Aruming Sekar Sukrani Candra Dewi Ayu Dwi Utami