This master's thesis explores contemporary marketing approaches employed by Slovenian
publishing houses in the promotion of fiction, with a particular emphasis on the shift from
traditional models toward data-driven and multichannel communication strategies. The
theoretical part defines key concepts such as book marketing, branding, and reader
communities, focusing on the role of digital platforms, personalization, and influencer
marketing. The empirical part is based on qualitative analysis, conducted through in-depth
interviews with eight representatives of Slovenian publishing houses: Beletrina, Celjska
Mohorjeva družba, Goga, KUD Sodobnost International, LUD Literatura, Mladinska knjiga,
Pivec, and UMco. The findings reveal that these publishers operate under constrained
financial, human, and time resources, yet they are increasingly implementing digital
marketing tools—particularly social media, email marketing, and collaboration with
influencers. Personalized communication, trust-building with readers, and multichannel strategies emerge as key factors in ensuring long-term visibility. The results highlight the
importance of adaptability, pragmatic decision-making, and strategic integration of both
traditional and modern channels. Although data-driven practices are not yet systematically
developed, publishers are already using them as a foundation for ongoing content and
communication adjustments. This thesis contributes to a deeper understanding of
contemporary book marketing in the Slovenian publishing landscape and underscores the
need for further professionalization and inclusion in broader support mechanisms that would
enable long-term planning and sustainable development in this field.
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