As estratégias de marketing das editoras independentes brasileiras

Abstract

Marketing strategy is a behavior adopted by companies to survive in the competitive market through action plans. These tools drive the opportunities and innovations that enable continued customer satisfaction and the capitation of new ones that permeate the competitive environment. This research aimed to analyze how marketing strategies influence the results, social and financial of independent publishers when compared to traditional publishers. For the study's execution a bibliographical research was carried out with the intention of approaching subjects about strategy and marketing. The research is descriptive and qualitative in nature. The research method adopted was the multiple case study, which investigated, through semi-structured interviews, nine independent publishers, in which a cross case analysis was performed.. With the results, it was observed that publishers are collaborative and cooperative with each other and that although the sales product is the same there are different ways to deliver experiences to consumers. Competitive advantages have been found to be emotionally oriented and the concern publishers have to deliver their products with quality and affordability to their target audience. It was noticed that the differences between traditional and independent publishers are the business models and the focus on their results, whether financial or social. It was concluded that independent publishers' marketing strategies are more intuitive than operational, but what is considered an essential element among them is the ability to work with the product they love. The study was limited by the scarcity of studies in the area and the difficult access to other independent publishers.