The Strategic Marketing of Science, Technology, and Medical Journals

Focusing on the evolution of scholarly journal publishing from 2000 to 2020, this book delves into the economic and marketing strategies of major STM publishers amid significant industry changes. It addresses the shift to hybrid publishing, the rise of open access, and challenges from platforms like Sci-Hub. The author analyzes the effectiveness of various strategies, including mergers and acquisitions, in responding to technological, ethical, and copyright issues. This comprehensive assessment highlights how publishers have navigated formidable threats to their business models.