The book marketing, as a specific area of marketing, is both demanding and challenging. On one hand, this is due to the complexity and constant development of marketing and its variables, and on the other hand, due to the specific nature of the book as a product and the publishing as an industry. Reading is closely associated with the book, as an important factor of cultural distinctivness of a nation, and in this case it shall give testament to the culture of modern Croatian society. The general drop in the interest for book as well as the reading in the altered manner of reading in a digital environment require of each society to strategically deal with the issues of literacy. National libraries should be an important factor in promoting reading and literacy, especially computer literacy. That is why the application of marketing is also necessary in libraries, and which should represent an integral process of re-evaluating the means to satisfy heterogenous user needs, and all this for the purpose of showing the possibilities of systematic application of certain marketing methods in libraries, and in this fashion, to increase the number of library users and the frequency of reading a wide array of various books on their part, thus helping to increase the level of education and general culture of the citizens of the Republic of Croatia in the future. The research for this doctoral dissertation was approached on two levels. The first one included research of the theoretical framework and the study of research results on topics of marketing, publishing, book marketing and reader habits, based on which the theoretical postulates were defined. The second one dealt with the campaigns of social marketing in terms of promoting the reading and the books by the government and other cultural institutions.Through detailed research, study and analysis, a different and more modern approach to marketing management in publishing and the library marketing is offered, as well as recommending the ways which the Croatian publishing companies could turn to should they wish to develop their business on verified theory and practice. The expected scientific contribution can be presented through a complex and interdisciplinary influence, in what measure the book marketing is applicable in publishing companies, and in what measure the book marketing in libraries, and in what way do they increase the level of education and general culture of the population of Croatia.