Statistics on the dynamics of the book market and the digital publishing market in Russia are analyzed. The results of research on the state of the global market of comics and manga, the popularity and specifics of publishing manga in Russia, as well as the results of testing hypotheses within the methodology of Customer Development and Lean Startup with the use of in-depth interviews are given. Based on the results, a marketing concept for a new digital product in the electronic publishing market is developed. Keywords: аgile approach, project management, Agile, Enterprise Agility, Business Agility, Lean Startup, Customer Development, in-depth interview, user interview, focus group, feedback, value proposition, 5P, digital product, digital product marketing, electronic publishing market, graphic novel, comic strip, manga, digital service.
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