El marketing como potenciador principal de la literatura narrativa en la ciudad de Riobamba

Abstract

This qualification work has the objective to develop the marketing mix for literary narrative products in Riobamba city. This was done by the Analysis of the factors involved in the production of a book of narrative literature. From the study of theoretical topics of marketing, literature and fiction, to encompass the fields where narrative books are produced and marketed, such as printers, publishers and bookstores. Surveys were carried out to narrative readers of Riobamba city, and an interview with a riobambeño writer, where information about his participation in the production of his books was obtained. The result shows that: in the case of product, the cover is essential, the paper and layout quality; in the case of the price, the search for the right price and the affectation of non-profit publications; in the case of the square, the study of the distribution channels, the relationship with the bookshops and the elements of the self-publishing; in the case of promotion, finding the most effective and convenient means for the dissemination of the work and the presentation of the book. As a result, it was obtained that, in the current publications, the marketing is not taken into account, at the same time the mix of marketing as a basis for the publication of a narrative book; recommending consider the publication of a narrative work, as a joint project between the marketing and narrative literature.