Resumen

GOMEZ LOPEZ, Almudena  y  HELLIN ORTUNO, Pedro Antonio. Communication strategies of literary publishing houses in Spain. Investig. bibl [online]. 2019, vol.33, n.80, pp.57-71.  Epub 21-Abr-2020. ISSN 2448-8321.  https://doi.org/10.22201/iibi.24488321xe.2019.80.57982.

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.

Palabras llave : Editorial Marketing; Communication Strategies; Literary Publishing Houses.