University publishers and market. Fair marketing trends

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This article investigates how the public management of the national universities seals operate in the publishing market, taking as an axis of analysis the marketing of books through a collective stand of the Red de Editoriales de Universidades Nacionales (REUN) of the Consejo Interuniversitario Nati...

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Autor principal: Mihal, Ivana
Formato: Artículo publishedVersion
Lenguaje:Español
Publicado: Universidad de Buenos Aires, Facultad de Filosofía y Letras 2021
Materias:
University edition
University Publishers
REUN
Collective marketing
Catalog
Argentina
Edición universitaria
Editoriales universitarias
Comercialización colectiva
Catálogos
Acceso en línea:https://revistascientificas.filo.uba.ar/index.php/ICS/article/view/8215
https://repositoriouba.sisbi.uba.ar/gsdl/cgi-bin/library.cgi?a=d&c=biblioinfo&d=8215_oai
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Repositorio Digital de la Universidad de Buenos Aires (UBA) de Universidad de Buenos Aires
id I28-R145-8215_oai
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spelling I28-R145-8215_oai2025-11-17 Mihal, Ivana 2021-05-28 This article investigates how the public management of the national universities seals operate in the publishing market, taking as an axis of analysis the marketing of books through a collective stand of the Red de Editoriales de Universidades Nacionales (REUN) of the Consejo Interuniversitario National (CIN) within the framework of the Buenos Aires International Book Fair. The period covered is 2014-2019. For publishers, this event means the possibility of meeting a massive and concentrated audience in a short time. Being part of this annual fair is an opportunity to disseminate and sell catalog titles, considering that, most of them do not have university bookstores or stands. Specifically, it analyzes how they position themselves among them, which are the books in the catalogs, how they guide the purchasing trends in the fairs, through areas and genres study, and considering the topics and preponderance that co-editions and translations have in the public choices. Este artículo indaga cómo se desenvuelven en el mercado editorial los sellos de universidades nacionales de gestión pública, tomando como eje de análisis la comercialización de libros a través de un stand colectivo de la Red de Editoriales de Universidades Nacionales (REUN) del Consejo Interuniversitario Nacional (CIN) en el marco de la Feria Internacional del Libro de Buenos Aires. El período abarcado es el que se desarrolla entre 2014-2019 inclusive. Para las editoriales este evento significa la posibilidad de encontrarse con un público masivo y concentrado en un tiempo breve. Participar en esta feria anual es una de las oportunidades que se les presenta para difundir y vender los títulos de sus catálogos, dado que la mayoría de ellas, no cuenta con librerías universitarias ni stands propios. Específicamente, se analiza cómo se posicionan entre ellas, cuáles son los libros constitutivos de sus catálogos que orientan las tendencias de compra de quienes asisten a las ferias, a través de una mirada sobre las áreas y géneros, temas y la preponderancia que tienen en las elecciones de los públicos las coediciones y las traducciones. application/pdf text/html https://revistascientificas.filo.uba.ar/index.php/ICS/article/view/8215 10.34096/ics.i44.8215 spa Universidad de Buenos Aires, Facultad de Filosofía y Letras https://revistascientificas.filo.uba.ar/index.php/ICS/article/view/8215/9007 https://revistascientificas.filo.uba.ar/index.php/ICS/article/view/8215/9010 Información, cultura y sociedad; No. 44 (2021): Junio; 117-142 Información, cultura y sociedad; Núm. 44 (2021): Junio; 117-142 1851-1740 1514-8327 University edition University Publishers REUN Collective marketing Catalog Argentina Edición universitaria Editoriales universitarias REUN Comercialización colectiva Catálogos Argentina University publishers and market. Fair marketing trends Editoriales universitarias y mercado. Tendencias de comercialización en feria info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion https://repositoriouba.sisbi.uba.ar/gsdl/cgi-bin/library.cgi?a=d&c=biblioinfo&d=8215_oai
institution Universidad de Buenos Aires
institution_str I-28
repository_str R-145
collection Repositorio Digital de la Universidad de Buenos Aires (UBA)
language Español
orig_language_str_mv spa
topic University edition
University Publishers
REUN
Collective marketing
Catalog
Argentina
Edición universitaria
Editoriales universitarias
REUN
Comercialización colectiva
Catálogos
Argentina
spellingShingle University edition
University Publishers
REUN
Collective marketing
Catalog
Argentina
Edición universitaria
Editoriales universitarias
REUN
Comercialización colectiva
Catálogos
Argentina
Mihal, Ivana
University publishers and market. Fair marketing trends
topic_facet University edition
University Publishers
REUN
Collective marketing
Catalog
Argentina
Edición universitaria
Editoriales universitarias
REUN
Comercialización colectiva
Catálogos
Argentina
description This article investigates how the public management of the national universities seals operate in the publishing market, taking as an axis of analysis the marketing of books through a collective stand of the Red de Editoriales de Universidades Nacionales (REUN) of the Consejo Interuniversitario National (CIN) within the framework of the Buenos Aires International Book Fair. The period covered is 2014-2019. For publishers, this event means the possibility of meeting a massive and concentrated audience in a short time. Being part of this annual fair is an opportunity to disseminate and sell catalog titles, considering that, most of them do not have university bookstores or stands. Specifically, it analyzes how they position themselves among them, which are the books in the catalogs, how they guide the purchasing trends in the fairs, through areas and genres study, and considering the topics and preponderance that co-editions and translations have in the public choices.
format Artículo
publishedVersion
author Mihal, Ivana
author_facet Mihal, Ivana
author_sort Mihal, Ivana
title University publishers and market. Fair marketing trends
title_short University publishers and market. Fair marketing trends
title_full University publishers and market. Fair marketing trends
title_fullStr University publishers and market. Fair marketing trends
title_full_unstemmed University publishers and market. Fair marketing trends
title_sort university publishers and market. fair marketing trends
publisher Universidad de Buenos Aires, Facultad de Filosofía y Letras
publishDate 2021
url https://revistascientificas.filo.uba.ar/index.php/ICS/article/view/8215
https://repositoriouba.sisbi.uba.ar/gsdl/cgi-bin/library.cgi?a=d&c=biblioinfo&d=8215_oai
work_keys_str_mv AT mihalivana universitypublishersandmarketfairmarketingtrends
AT mihalivana editorialesuniversitariasymercadotendenciasdecomercializacionenferia
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