Die Positionierung von Büchern als Geschenk

This master‘s thesis is devoted to the question of how publishers can position their titles effectively as gifts. The aim is to derive recommendations for action for market-effective gift positioning. After considering the relevant book submarkets and analyzing the topic of gifting from a sociological and psychological perspective, hypotheses emerged that were examined using a three-stage research design. Among the findings is that the title should be as relatable as possible to the gift recipient. Content aspects are important, while the relevance of external features takes a back seat to these. Price elasticity appears to decrease if the title can be successfully assigned
to the recipient. In the customer approach, it is possible to work with the designation of giftability for specific gift recipients via relevant channels. The most important distribution channel is the bookstore, and joint presentation with non-books is conducive to perception as a gift. Further, the book should ideally be released before Christmas.