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The Strategic Marketing of Science, Technology, and Medical Journals

A Business History of a Dynamic Marketplace, 2000–2020

  • Book
  • © 2023

Overview

Authors:
  1. Albert N. Greco

    1. Fordham University, Bronx, USA

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  • Utilizes a marketing framework based on a number of major scholars in field, including a review of 4Ps of STM journals

  • Evaluates short-term projections about the state of scholarly journal publishing

  • Examines trends and projects whether these trends will replace traditional industry methods

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Table of contents (7 chapters)

  1. Front Matter

    Pages i-xvii
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  2. Preface

    • Albert N. Greco
    Pages 1-10

  3. Introduction to History and Development of Scientific, Technical, and Medical [STM] Journals

    • Albert N. Greco
    Pages 11-30

  4. The State of the Scholarly Journal Publishing Industry in 2000

    • Albert N. Greco
    Pages 31-46

  5. The Impact of Disruption: 2001–2012

    • Albert N. Greco
    Pages 47-68

  6. The Impact of Legal, Intellectual Property, and Copyright Infringement Issues: 2000–2022

    • Albert N. Greco
    Pages 69-91

  7. The Responses of the Major STM Journal Publishers: 2013–2020

    • Albert N. Greco
    Pages 93-125

  8. The Future of STM Journals

    • Albert N. Greco
    Pages 127-151

  9. Back Matter

    Pages 153-176
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Keywords

About this book

This book analyzes the various economic and marketing strategies utilized by the five major STM commercial scholarly journal publishers since 2000. This period has witnessed tremendous economic, marketing, and technological growth including the migration from a print only to a hybrid publishing format. With this growth, the industry has also seen the rise of open access publishing, copyright challenges by websites such as Sci-Hub, the emergence of sharing platforms such as ResearchGate and Academia.edu, as well as the impact of Plan S on publishers, universities, and authors. Given this incredible rate of change across the industry, the author explores the diverse strategies and structures created by the largest STm publishers to decipher their effectiveness in addressing technological, ethical, and copyright issues. Also, he examines how mergers and acquisitions diversified operations, such Elsevier's acquisition of Bepress, SSRN, and SCOPUS, among other platforms. Scrutinizing the different managerial, marketing, technology, and economic-financial strategies crafted by scholarly journal publishers between 2000-2020, this book offers a comprehensive assessment of the industry's attempts to identify, understand, cope with, and minimize or defeat the herculean threats to its business model.

Reviews

From their humble beginnings in the 17th century to their preeminent position in recent decades, Professor Greco traces the development of scientific, technical and medical journals. He uses vivid language and embeds his reflection in socioeconomic, legal and political contexts, which allows us to gain a deeper understanding of how STM journal publishing has been so successful. The author discusses the challenges that STM publishers have faced during the technological revolution, as well as some criticism of their business model from both the scholarly and library communities.-Kamila Augustyn, Assistant Professor, University of Wroclaw, Poland

Authors and Affiliations

  • Fordham University, Bronx, USA

    Albert N. Greco

About the author

Albert N. Greco is Professor of Marketing at the Gabelli School of Business at Fordham University, USA. He has authored or edited 27 books, mostly in relation to the book and scholarly journal industries, though he has also written extensively on the newspaper, magazine, information, and radio sectors. 

Bibliographic Information

  • Book Title: The Strategic Marketing of Science, Technology, and Medical Journals

  • Book Subtitle: A Business History of a Dynamic Marketplace, 2000–2020

  • Authors: Albert N. Greco

  • DOI: https://doi.org/10.1007/978-3-031-31964-8

  • Publisher: Palgrave Macmillan Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Author(s), under exclusive license to Springer Nature Switzerland AG 2023

  • Hardcover ISBN: 978-3-031-31963-1Published: 01 July 2023

  • eBook ISBN: 978-3-031-31964-8Published: 30 June 2023

  • Edition Number: 1

  • Number of Pages: XVII, 176

  • Number of Illustrations: 1 b/w illustrations

  • Topics: Marketing, Business Strategy/Leadership, Printing and Publishing

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