Análisis de las estrategias de marketing utilizadas por los escritores esmeraldeños para la promoción de sus obras literarias.

Abstract

This study is born from the growing need of Esmeraldas’s writers to promote their works in the publishing market and make a place as literary exponents, also, facing up the current problems to carry out their production and promotion processes. The objective of the research is to identify and analyze the strategies used by Esmeralda’s writers to promote their works locally and nationally. Through descriptive and exploratory research, applying interviews to writers and cultural managers immersed in the exposed problems, it has been possible to identify the shortcomings that hinder the possibilities of publication and the strategies proposed by the different government agencies to encourage cultural production, contrary to what was expressed by the writers, from whom it has been possible to infer strategies that they use according to their means of reach and knowledge, in addition to being able to identify the main shortcomings of the local editorial system, which they face to enter the current literary market.