EKONOMICKÉ ASPEKTY MARKETINGOVEJ STRATÉGIE LITERÁRNEJ TVORBY

Purpose of the article The purpose of this article is to analyse the economic determinants and assess the effectiveness of marketing support in the production and dissemination of literary works. The study focuses on how selected elements of the marketing mix influence the visibility, market performance, and long-term economic sustainability of literary production. The article seeks to clarify the relationship between artistic value, market behaviour, and return on marketing investment in the contemporary literary sector. Methodology/methods The study employs a mixed-methods approach combining qualitative and quantitative research techniques. Analytical, synthetic, comparative, deductive, and observational methods were applied to examine marketing strategies, cost structures, and economic evaluation tools in literary production. Empirical data were collected through an electronic questionnaire survey conducted in Slovakia. The data were analysed using descriptive statistical methods. Scientific aim The scientific aim of the research is to examine the relationship between marketing strategies and economic variables in literary production, with particular emphasis on evaluating the effectiveness of marketing support through measurable indicators such as return on marketing investment. Findings The findings indicate that marketing support significantly influences consumer awareness and purchasing decisions. Digital channels dominate in terms of reach, while more credible sources, especially reviews and personal recommendations, play a decisive role in final purchase decisions. Visual presentation and online marketing were identified as key drivers of reader interest, confirming the economic relevance of marketing investments. Conclusions (limits, implications etc.) The study confirms that marketing support is a key economic component of literary production, affecting visibility, consumer behaviour, and market performance. Although the findings are limited by the national scope of the survey and the use of self-reported data, they provide valuable insights into the effectiveness of marketing strategies and highlight the importance of integrating economic evaluation with artistic and cultural considerations in the contemporary literary market.