"The findings indicate that production of educational books is the mainstay of Malaysian book publishing and these books are the main source of income for most houses. Government policies especially in the educational system have become the major instrument in encouraging the growth of indigenous book publishing during the post-Independencey ears. The government is thus found to be rather influential on trends developing in the trade. Its actions lay emphasis on locally written and published books and have minimised dependence on imported publications. The other results of this study also show that in terms of usage of marketing research, Malaysian houses generally have a high awareness of marketing and marketing communications. This awarenessis generally applied advantageously by most houses. With regard to the study of marketing practices, the approach includes the analysis of the 4Ps of the marketing-mix. When these practices are examined, it is concluded that the houses regard sales promotion, advertising, personal selling and direct mail as important tools and they are utilised continuously. It is concluded that publishing houses, especially among the larger and well-organised establishments, have a high level of awareness and knowledge of marketing communications and have applied this capability to their advantage." (Abstract)