Marketing planning for open access scientific journals

• Autor(a) principal: Prado, Jorge Moisés Kroll do
• Data de Publicação: 2021
• Outros Autores: Pinto, Adilson Luiz
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Em Questão (Online)
• Texto Completo: https://seer.ufrgs.br/index.php/EmQuestao/article/view/107891
• topic: Comunicação científica; Marketing; Periódicos científicos; Acesso aberto; Scientific communication; Marketing; Scientific journals; Open access.

It describes the stages of marketing planning for editors responsible for open access scientific journals, mainly from the scientific literature in the field of Administration, where the evolution of marketing has been consolidated since the beginning of the 20th century. The article assumes a descriptive and bibliographic research methodology, with qualitative characteristics, being a theoretical study. It was found that the scientific journal needs to be assumed as product and understand that science in open access, even without buying and exchange relationships, must be understood as a market. The steps that contemplate this planning begin with the analysis of the scientific market, followed by the understanding of the behavior of authors, readers and reviewers; the strategic development and branding of the journal and marketing communication, where the promotion and evaluation of planning is presented. Finally, the steps for a marketing plan are outlined as a way to guide activities and provide inputs for the editor in his work. It is necessary that the execution of marketing be in a planned manner and the editor surpasses the threshold of promoting the journal as a synonym of marketing.