الفهرس 
مواقع الناشرين وخدماتها علي الانترنتيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
The publishing industry has recently transformed the way of marketing its services to customers to take advantage of the capabilities made available through the advent of the Internet. There has been a subsequent worldwide increase in the number of publishers’ which have not only a web presence but also have the capability to promote products, transact, and serve customers online. Nevertheless, these websites may vary significantly in the comprehensiveness and quality of the online services they offer to meeting customers’ expectations. The main purpose of this study was to identify and use a set of standards to assess and rank the online marketing services that a number of Arab and foreign publishers offer their customers.
To achieve the purpose of this study, the researcher adopted a research method that included the following processes: (1) reviewing the relevant literature in order to gain familiarity with the current status of the online marketing service of publishers, and identify proper criteria to assess the quality of such service and rank the websites of the chosen publishers; (2) identifying the population of the Arab and foreign publishers which have web presence, and selecting two Arab and foreign publishers samples for assessment and comparison; (3) Assessing and rating the publishers’ websites in the sample using the identified assessment criteria; (4) comparing the websites, identifying similarities and differences, and draw conclusions on any deficiencies found in their marketing services; and (5) offering a number of recommendations that may help the publishers to better market their products and improve their customer services online.
Accordingly, thirty-nine Arab websites and eleven foreign websites (in English) were selected for investigation based on a selection criteria. The fifty websites (Arab and foreign) were then assessed and ranked using a ninety-seven items (dimensions) assessment criteria. The assessment and comparison procedure has revealed a number of important findings: (1) the contents of 66.67% of the Arab websites are presented in only Arabic; (2) The Arab websites are generally ranked lower than their foreign counterparts along the ninety-seven dimensions of the assessment criteria; (3) The foreign websites are generally superior to the Arab websites in terms of website design, content, and usage and marketing service (particularly in the responsibility and purchasing service dimensions); (4) among the Arab websites, the Anglo-Egyptian Bookshop was ranked first, followed by Dar Mohammed Ali and the Academic-Bookshop; and (5) among the foreign websites, Pearson was ranked first, followed by Harper Collins and Scholastic.
It has been concluded in this study that the Arab publishers’ websites significantly lag behind their foreign counterparts in their use of modern methods for marketing products and services online. Therefore, the Arab publishers are recommend to pay more attention to the poor and ineffective marketing methods they’re currently using in their websites. They should establish and execute plans aimed to eradicate the marketing services deficiencies detected in this study. It is also recommended that the Arab publishers ought to frequently assess their websites using the effective assessment criteria employed in this study in order to continuously detect deficiencies in their online marketing services, and take actions deemed necessary to improve their websites and close the gap with the more advanced foreign publishers’ websites.