Publication: Estrategias de comunicación de las editoriales literarias de España.
Authors
Gómez López, Almudena ; Hellín Ortuño, Pedro Antonio
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Publisher
Universidad Nacional Autónoma de México
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DOI
http://orcid.org/0000-0001-9648-9725
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info:eu-repo/semantics/article
Description
© 2020. The authors. This document is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd /4.0/
This document is the published version of a published work that appeared in final form in Investigación Bibliotecológica
Abstract
Este estudio trata el tema del marketing editorial y las estrategias de comunicación que despliegan las edito-riales literarias en España, y tiene como objetivos fundamentales servir de base a otros estudios referentes ala misma área, conocer las estrategias de comunicación de algunas editoriales literarias de España y establecer una delimitación conceptual del marketing editorial. La metodología empleada consta de una investigación documental en bases de datos, páginas web y bibliotecas, que ha servido para recoger, seleccionar y analizarla información más importante sobre el tema tratado, así como una investigación de campo mediante entre-vistas a los responsables del área de mercadotecnia delas editoriales Alba, Anagrama y Balduque para conocer el uso que hacen de las estrategias de comunicación. Los resultados obtenidos evidencian un uso progresivo de la comunicación digital como medio de información, publicidad y fidelización de lectores, con una mejor adaptación a las redes sociales de una editorial pequeña, pero con mayor uso de sus herramientas de publicidad de una editorial grande, siendo similares el uso de las estrategias de comunicación convencionales. Las conclusiones ponen de manifiesto la necesidad de conceptualizar el marketing editorial, debido a la confusión de su utilización, las estrategias de comunicación poco definidas y un uso analógico de las nuevas tecnologías.
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The study deals with the topic of editorial marketing and communication strategies carried out by literary publishing houses in Spain, and its main objectives are to serve as a basis for other studies related to the same area, to know the communication strategies of some literary publishing houses in Spain and establish a conceptual delimitation of editorial marketing. The methodology used consists of a documentary research in databases, webs and libraries that have served to gather, select and analyze the most important information on the subject, and a field research through interviews with the marketing managers of publishing houses Alba, Anagrama and Balduque to know the use they make of communication strategies. The results obtained show a progressive use of digital communication as a means of information, advertising and loyalty of readers, with a better adaptation to the social media of a small publishing house but with greater use of its advertising tools of a large publishing house, being similar the use of conventional communication strategies use. The conclusions highlight the need to conceptualize editorial marketing due to the confusion of its use, little defined communication strategies and an analogical use of new technologies.
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The study deals with the topic of editorial marketing and communication strategies carried out by literary publishing houses in Spain, and its main objectives are to serve as a basis for other studies related to the same area, to know the communication strategies of some literary publishing houses in Spain and establish a conceptual delimitation of editorial marketing. The methodology used consists of a documentary research in databases, webs and libraries that have served to gather, select and analyze the most important information on the subject, and a field research through interviews with the marketing managers of publishing houses Alba, Anagrama and Balduque to know the use they make of communication strategies. The results obtained show a progressive use of digital communication as a means of information, advertising and loyalty of readers, with a better adaptation to the social media of a small publishing house but with greater use of its advertising tools of a large publishing house, being similar the use of conventional communication strategies use. The conclusions highlight the need to conceptualize editorial marketing due to the confusion of its use, little defined communication strategies and an analogical use of new technologies.
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Citation
Investigación Bibliotecológica, vol. 33, núm. 80, 2019 pp. 57-71
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