Publicação Tradicional vs. Autopublicação: uma abordagem ao mercado editorial português

• Autor(a) principal: Amorim, Diana Sofia Ramos
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/22340
• topic: Mercado editorial português; Comunidade literária; Comunicação digital; Marketing digital; Autopublicação; Portuguese publishing market; Book community; Digital communication; Digital marketing; Selfpublishing; Gestão

Although it is currently possible for anyone to publish a book, not everyone achieves the desired goal – recognition. Regardless of the path chosen by the author, the battle for publication, in Portugal, entails a long path, with the necessary help of marketing strategies to reach a certain sales range. In the present work, a systematic analysis of the literature focused on the publishing market and digital marketing was carried out in order to understand how books are published through traditional publishing, vanity publishing or independently. It was also intended to analyze the marketing strategies incorporated in the market and to evaluate the possibility of introducing new strategies. Thus, a qualitative methodology was designed with the purpose of collecting empirical data that could enhance the perceptions resulting from the literature review. The analysis of the interviews conducted with various participants in this area allowed the understanding of different dimensions of a market considered small, considered small, where the promotion work of said participants and the focus the focus on knowledge and involvement of the book community present on social media is essential for its growth.