Typology of book products as an element of marketing mix

New technologies, including the development of the digital environment, have made it possible to produce new types of books that combine not only the traditional semantic component, but also multi-format additional content, from augmented reality to interactive game inserts. Some of these books do not require the consumer to have additional technical tools, and others require the use of special gadgets and software. In this typology, which would help to organize book production on topics that are important to marketers when deciding about working with such element of the marketing mix as product (development of a new product, compiling the product assortment, the choice of competitive strategy etc.) are still underrepresented. The article presents the results of an analytical study that allowed us to systematize secondary information about various book formats, both printed and electronic, to identify the basic criteria and build a typology based on them, designed to help marketers systematize their knowledge about this product in order to make more informed decisions on this tool of the marketing mix.