一、引言在科技类图书出版中,作为企业经营的一部分———营销,越来越重要,有的人把营销看做与选题策划并重的一个环节。还有的人甚至提出“营销重于渠道”,尽管过于强调营销的重要性有些极端,但现今图书出版业重视营销,发挥营销的积极作用,从而获得最佳的销售效果,已经至关重 I. INTRODUCTION In the publishing of science and technology books, marketing is more and more important as part of business management. Some people regard marketing as an aspect of both planning and selection. There are even people who say that “marketing is more important than channels.” Although too much emphasis is placed on the importance of marketing, the importance of marketing in today’s book publishing industry is crucial for marketing, playing an active role in marketing and achieving the best possible sales results