Master's Degree Entrepreneurship – Organizational models of marketing departments and opportunities for the Brazilian editorial market
Advisor: Prof. Dr. Edson Crescitelli
Comission: Profs. Drs. Geraldo Luciano Toledo, Carlos de Brito Pereira and Iná Futino Barreto
Class: 217, FEA-5
Brazilian crisis, the changes in publishing market and new competitors has making publishers face structural changes and business models revision. First, they had a series of layoffs and budget cuts. But this situation has also forced publishers to find creative, innovative and more profitable ways of acting, in order to maintain or increase their revenues. Despite of this, readers habits also have been changing. In this context, the role of marketing inside a publishing house gains more value and relevance and requires an action that goes beyond the simple functions it has traditionally had in this market (point-of-sale books and social media). And, to be effective, the marketing department needs to be properly structured. Thus, the objective of this project is to evaluate the structural organization of the marketing department in a Brazilian publishing house.
*Abstract provided by the author