The Strategic Marketing of Science, Technology, and Medical Journals: A Business History of a Dynamic Marketplace, 2000-2020

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.

本書分析了自2000年以來，五家主要STM商業學術期刊出版商所採用的各種經濟和市場策略。這一時期目睹了巨大的經濟、市場和技術增長，包括從純印刷到混合出版格式的轉變。隨著這種增長，行業還見證了開放存取出版的崛起，網站如Sci-Hub對版權的挑戰，以及ResearchGate和Academia.edu等共享平台的出現，還有Plan S對出版商、大學和作者的影響。鑑於行業內這種驚人的變化速度，作者探討了最大的STM出版商所創建的多樣化策略和結構，以解讀它們在應對技術、倫理和版權問題方面的有效性。此外，他還研究了合併和收購如Elsevier對Bepress、SSRN和SCOPUS等平台的多樣化運營的影響。通過審視2000年至2020年間學術期刊出版商制定的不同管理、市場、技術和經濟金融策略，本書全面評估了該行業試圖識別、理解、應對、減少或擊敗其商業模式巨大威脅的努力。

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.

Albert N. Greco 是美國福特漢姆大學加貝利商學院的市場學教授。他已經撰寫或編輯了27本書籍，大部分與書籍和學術期刊行業有關，但他也廣泛撰寫了關於報紙、雜誌、資訊和廣播行業的文章。