{"id":8910,"date":"2020-11-09T12:32:39","date_gmt":"2020-11-09T11:32:39","guid":{"rendered":"https:\/\/www.vskk.cz\/cz\/?page_id=8910"},"modified":"2020-11-09T12:32:39","modified_gmt":"2020-11-09T11:32:39","slug":"kniha-jako-dobrodruzstvi-poznani-a-take-objekt-marketingoveho-zajmu","status":"publish","type":"page","link":"https:\/\/www.vskk.cz\/cz\/aktuality\/kniha-jako-dobrodruzstvi-poznani-a-take-objekt-marketingoveho-zajmu\/","title":{"rendered":"Kniha jako dobrodru\u017estv\u00ed pozn\u00e1n\u00ed a tak\u00e9 objekt marketingov\u00e9ho z\u00e1jmu"},"content":{"rendered":"<p><strong>Liter\u00e1rn\u00ed konference, kter\u00e1 prob\u011bhla 5.&nbsp;listopadu, a to v&nbsp;online podob\u011b, p\u0159inesla spoustu informac\u00ed, poznatk\u016f a n\u00e1pad\u016f vztahuj\u00edc\u00edch se ke kni\u017en\u00edmu marketingu a jeho fungov\u00e1n\u00ed v&nbsp;aktu\u00e1ln\u00ed dob\u011b covidov\u00e9. V&nbsp;druh\u00e9m bloku se p\u0159edn\u00e1\u0161ej\u00edc\u00ed soust\u0159edili na ot\u00e1zky <\/strong><strong>souvisej\u00edc\u00ed s\u00a0\u017e\u00e1nrovou literaturou a jej\u00edmi podobami v\u00a0minulosti i sou\u010dasnosti.<\/p>\n<p><\/strong>V leto\u0161n\u00edm roce \u010dten\u00e1\u0159i vyhled\u00e1vaj\u00ed p\u0159ev\u00e1\u017en\u011b knihy o pandemii, zdrav\u00ed a seberozvoji. Jak funguje prodej nejen t\u011bchto titul\u016f v&nbsp;dob\u011b, kdy jsou zav\u0159en\u00e1 knihkupectv\u00ed? Jakou roli v&nbsp;marketingu hraj\u00ed nakladatel\u00e9, auto\u0159i a kni\u017en\u00ed influence\u0159i a jejich komunikace na soci\u00e1ln\u00edch s\u00edt\u00edch? O tom a mnoh\u00e9m dal\u0161\u00edm diskutovali odborn\u00edci z&nbsp;kni\u017en\u00ed marketingov\u00e9 bran\u017ee pod veden\u00edm pedagoga V\u0160KK a spisovatele Leo\u0161e Ky\u0161i a \u0161\u00e9fredaktorky nejv\u011bt\u0161\u00edho odborn\u00e9ho webu o marketingu Mediaguru.cz Martiny Vojt\u011bchovsk\u00e9.<\/p>\n<p>Aktu\u00e1ln\u00ed doba je o krizi a poklesl\u00fdch tr\u017eb\u00e1ch. Knihy, kter\u00e9 jsou uv\u011bzn\u011bny v&nbsp;knihkupectv\u00edch bez n\u00e1v\u0161t\u011bvn\u00edk\u016f, jsou mnohdy p\u0159ev\u00e1\u017eeny v&nbsp;krabic\u00edch od ban\u00e1n\u016f zp\u011bt do sklad\u016f. Je to \u010das na hled\u00e1n\u00ed a aplikov\u00e1n\u00ed nov\u00fdch \u0159e\u0161en\u00ed a strategi\u00ed, ale tak\u00e9 doba solidarity a vz\u00e1jemn\u00e9 pomoci. Nakladatel\u00e9 se zam\u011b\u0159ili na e-shop a podle slov <strong>B\u00e1ry Votavov\u00e9<\/strong> (Albatros Media, brand manager Palmknih) za\u010dali v\u00edce propagovat e-knihy. I auto\u0159i a \u201ebookstagrame\u0159i\u201c sd\u00edleli mo\u017enosti, jak si knihy po\u0159\u00eddit, informovali o tom, kde jsou otev\u0159en\u00e1 v\u00fddejn\u00ed ok\u00e9nka a apelovali na to, aby \u010dten\u00e1\u0159i po\u0159izovali knihy p\u0159\u00edmo u nakladatel\u016f, a to p\u0159ev\u00e1\u017en\u011b t\u011bch men\u0161\u00edch. \u201e<em>Nakladatel\u00e9 si kone\u010dn\u011b uv\u011bdomili, \u017ee soci\u00e1ln\u00ed s\u00edt\u011b jsou velmi podstatnou formou jejich \u017eivota, pochopili, \u017ee bookstagrame\u0159i a youtube\u0159i, kter\u00fdm se d\u0159\u00edve t\u0159eba vysm\u00edvali, jsou zde z\u00a0jist\u00e9ho d\u016fvodu,<\/em>\u201c \u0159ekl <strong>Jakub Pavlovsk\u00fd<\/strong> (bookstagramer a po\u0159adatel book club\u016f, redaktor liter\u00e1rn\u00edho webu H7O.cz a \u0161\u00e9fredaktor magaz\u00ednu L\u00f3gr). <strong>Renata Kricnerov\u00e1<\/strong> (vedouc\u00ed odd\u011blen\u00ed marketingu a PR kni\u017en\u00edho velkoobchodu Kosmas) zm\u00ednila i takov\u00e9 radosti jako pos\u00edl\u00e1n\u00ed zdravic (nejen) zahrani\u010dn\u00edch autor\u016f \u010di iniciativu \u201e\u010cten\u00ed spojuje\u201c, se kterou p\u0159i\u0161lo nakladatelstv\u00ed Argo.<\/p>\n<p>Spousta akc\u00ed, jako jsou kni\u017en\u00ed k\u0159ty, festivaly a veletrhy, musela b\u00fdt p\u0159esouv\u00e1na a\u017e nakonec i\u00a0\u00fapln\u011b zru\u0161ena. \u201e<em>Vypadl cel\u00fd jeden d\u016fle\u017eit\u00fd komunika\u010dn\u00ed kan\u00e1l se \u010dten\u00e1\u0159em,<\/em>\u201c vyj\u00e1d\u0159ila se k\u00a0situaci <strong>Marie Pov\u00fd\u0161ilov\u00e1<\/strong> (marketingov\u00e1 mana\u017eerka v&nbsp;nakladatelstv\u00ed Academia). <em>\u201eNeust\u00e1l\u00e9 p\u0159esouv\u00e1n\u00ed a ru\u0161en\u00ed akc\u00ed bylo frustruj\u00edc\u00ed pro organiz\u00e1tory, samotn\u00e9ho autora i \u010dten\u00e1\u0159e.<\/em>\u201c N\u011bkter\u00e9 i p\u0159esto \u0161ly uspo\u0159\u00e1dat online. Jmenovit\u011b t\u0159eba Humbook fest, akce hlavn\u011b pro fanou\u0161ky young adult literatury, kter\u00e1 b\u00fdv\u00e1 obvykle celkem n\u00e1kladn\u00e1, letos poprv\u00e9 prob\u011bhla v\u00a0online podob\u011b. \u201e<em>Tak se mohli z\u00fa\u010dastnit i div\u00e1ci, kte\u0159\u00ed by norm\u00e1ln\u011b nem\u011bli mo\u017enost,\u201c <\/em>vyzdvihl pozitiva <strong>Josef \u017d\u00e1k<\/strong> (obchodn\u00ed a marketingov\u00fd \u0159editel nakladatelstv\u00ed Albatros).<\/p>\n<p>\u0158e\u010d p\u0159i\u0161la samoz\u0159ejm\u011b i na online kampan\u011b a vyhodnocov\u00e1n\u00ed jejich efektivity. Podle <strong>Adama P\u00fdchy<\/strong> (\u0159editel marketingu a E-commerce v&nbsp;Knihy Dobrovsk\u00fd) stoj\u00ed efektivn\u00ed online marketing na jasn\u00e9m \u0161k\u00e1lov\u00e1n\u00ed a c\u00edlen\u00ed, u n\u011bkter\u00fdch kampan\u00ed nen\u00ed na \u0161kodu zapojit pocity a m\u00edt odvahu.<br \/>\n<em><br \/>\n\u201eNezbytn\u00fdm p\u0159edpokladem \u00fasp\u011bchu nakladatele je dobr\u00e1 p\u0159\u00edm\u00e1 interakce se z\u00e1kazn\u00edkem.\u201c<\/em><br \/>\n\u2013 Josef \u017d\u00e1k<\/p>\n<p>Leto\u0161n\u00ed rok byl a je\u0161t\u011b bude nejen pro kni\u017en\u00ed pr\u016fmysl velkou zkou\u0161kou p\u0159izp\u016fsoben\u00ed a p\u0159e\u017eit\u00ed, mo\u017enost\u00ed k\u00a0tomu se pou\u010dit.<br \/>\n<em>\u201eSituace n\u00e1s nau\u010dila reagovat pru\u017en\u011bji, ne\u017e jsme byli zvykl\u00ed.\u201c<\/em><br \/>\n\u2013 B\u00e1ra Votavov\u00e1<\/p>\n<p><em>\u201eNau\u010dili jsme se prod\u00e1vat knihy i do uzav\u0159en\u00fdch knihkupectv\u00ed.\u201c<\/em><br \/>\n\u2013 Marie Pov\u00fd\u0161ilov\u00e1<\/p>\n<p>A je\u0161t\u011b n\u011bjak\u00e1 rada do budoucna?<br \/>\n<em>\u201eP\u0159evz\u00edt si nabyt\u00e9 zku\u0161enosti z&nbsp;krize, pracovat s&nbsp;nimi i v&nbsp;dal\u0161\u00edm roce. Nez\u00e1visl\u00ed a men\u0161\u00ed <\/em><em>knihkupci a nakladatel\u00e9 by m\u011bli m\u00edt odvahu se neb\u00e1t riskovat a p\u0159ij\u00edt s&nbsp;n\u011b\u010d\u00edm, s&nbsp;\u010d\u00edm dosud oni <\/em><em>nebo n\u011bkdo jin\u00fd nep\u0159i\u0161el.\u201c<\/em> \u2013 Jakub Pavlovsk\u00fd<\/p>\n<p>V druh\u00e9 \u010d\u00e1sti programu online konference jste si mohli vyslechnout p\u0159\u00edsp\u011bvky nabit\u00e9 v\u011bdeck\u00fdmi poznatky, dobrodru\u017estv\u00edm a fantasy. Diskutovalo se o \u017e\u00e1nrov\u00e9 literatu\u0159e, kter\u00e1 je pro n\u011bkter\u00e9 st\u00e1le n\u011b\u010d\u00edm ni\u017e\u0161\u00edm ne\u017e literatura \u201eklasick\u00e1\u201c a \u201eakademick\u00e1\u201c. Druz\u00ed ji ale miluj\u00ed. V&nbsp;dne\u0161n\u00ed je dob\u011b d\u00edky siln\u00e9mu kulturn\u00edmu vlivu anglosask\u00e9ho, p\u0159esn\u011bji \u0159e\u010deno severoamerick\u00e9ho prost\u0159ed\u00ed d\u016fle\u017eit\u00fdm faktorem globalizace, m\u00e1 v\u0161ak i \u010desk\u00e9 a slovensk\u00e9 ko\u0159eny. \u0158e\u010dn\u00edci se ve sv\u00fdch p\u0159\u00edsp\u011bvc\u00edch sna\u017eili zodpov\u011bd\u011bt, jak tomu tedy b\u00fdvalo a je<br \/>\nv&nbsp;\u010cesk\u00e9 republice a na Slovensku. Diskuse se z\u00fa\u010dastnili odborn\u00edci <strong>Jan Pohounek<\/strong> (N\u00e1rodn\u00ed muzeum), <strong>Martin Kasarda<\/strong> (Fakulta masm\u00e9di\u00ed, Paneur\u00f3pska vysok\u00e1 \u0161kola, \u0161\u00e9fredaktor Magaz\u00ednu o knih\u00e1ch), <strong>MgA. Daniel Kubec <\/strong>(V\u0160KK), <strong>Jaroslav Tvrdo\u0148<\/strong> (V\u0160KK), <strong>Leo\u0161 Ky\u0161a<\/strong> (V\u0160KK), <strong>Mgr. Jan Kotou\u010d, Ing. Jan Kovanic <\/strong>(Neviditeln\u00fd pes).<br \/>\n<em><br \/>\n\u201eV p\u0159\u00edsp\u011bvc\u00edch jsme sly\u0161eli r\u016fzn\u00e9 varianty dobrodru\u017estv\u00ed. Ka\u017ed\u00fd p\u0159\u00edsp\u011bvek p\u0159inesl sv\u016fj <\/em><em>pohled na v\u011bc,<\/em>\u201c \u0159ekl na z\u00e1v\u011br <strong>V\u00e1clav Kri\u0161tof<\/strong>.<br \/>\nJe v\u00e1m l\u00edto, \u017ee jste diskusi zme\u0161kali? Nemus\u00ed \u2013 m\u016f\u017eete si ji pustit ze z\u00e1znamu na youtubov\u00e9m kan\u00e1le V\u0160KK. A ji\u017e nyn\u00ed v\u00e1s m\u016f\u017eeme p\u0159edb\u011b\u017en\u011b nal\u00e1kat na konferenci, kter\u00e1 prob\u011bhne v\u00a0p\u0159\u00ed\u0161t\u00edm roce \u2013 tentokr\u00e1t bude v\u011bnov\u00e1na <strong>v\u00fdro\u010d\u00ed vzniku nakladatelstv\u00ed 68 Publishers.<\/strong><\/p>\n<p><sup>Tereza Barto\u0161kov\u00e1<\/sup><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Liter\u00e1rn\u00ed konference, kter\u00e1 prob\u011bhla 5.&nbsp;listopadu, a to v&nbsp;online podob\u011b, p\u0159inesla&hellip;<\/p>\n","protected":false},"author":9,"featured_media":8912,"parent":53,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"news.php","meta":{"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>V\u0160KK - Vysok\u00e1 \u0161kola kreativn\u00ed komunikace<\/title>\n<meta name=\"description\" content=\"V\u0160KK - Vysok\u00e1 \u0161kola kreativn\u00ed komunikace - Jedna \u0161kola, stovky p\u0159\u00edle\u017eitost\u00ed. 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