Marketing digital: um estudo sobre a geração de valor dos produtos literários na L&PM Editores

Abstract

This work has as objective understanding the marketing strategies adopted by L&PM publishing house in digital ambience, over the editorial market‟s complexity, in which books dispute attention of consumers and other innovative products. Through the case study method, we analyze the marketing communication strategies adopted by the firm. To understand the positioning of publishing house in the internet, we conducted its digital presence mapping, and with it we chose for an exploratory study of the social network Facebook. With the data collection of the publishing house‟s social network posts, we list three categories that guided the analyzes, which we will call: engagement strategies, information strategies and figuration strategies. With this, we conclude that L&PM, in its digital presence, expanded its propagation strategias keeping its positioning and commitment with its main public, the reader.