INFLUENCE OF MARKETING INNOVATION ON REDUCTION OF PIRACY IN THE BOOK PUBLISHING INDUSTRY IN KADUNA STATE, NIGERIA

Abstract

This research work investigates the influence of marketing innovation on reduction of piracy in
the book publishing industry in Kaduna state, Nigeria. The study adopted descriptive survey
research design. Thirty non-registered book publishers were used as the population for the study.
Questionnaire was used as the instrument for data collection. Frequency and percentages were
used to analyze the demographic data of the respondents. Mean and standard deviation were used
to analyse the data. Logit regression analysis was used to test the null hypothesis at the 0.05 level
of significance. The result showed that only marketing innovation strategy was not effective
enough to influence reduction of piracy in the book publishing industry in Kaduna state, Nigeria.
The paper concluded that marketing innovation on its own cannot have influence on the reduction
of piracy in the book publishing industry in Kaduna state, Nigeria but can be used effectively when
combined with other marketing strategies to influence reduction of book piracy in the industry.
The study recommends that non-registered book publishers should register their companies with
the Nigerian Copyright Commission (NCC) and employ a combination of other marketing
strategies to reduce book piracy in the industry in Kaduna State, Nigeria.