Plan de comunicación estratégica y marketing digital para Cuerpo de Voces Ediciones

Abstract

Abstract: The independent publishing house Cuerpodevoces Ediciones, based in Manta, is constantly facing the challenge of digitalization in the publishing world. Despite having been in the market for a long time, the company seeks to strengthen its presence in the digital field. The study analyzes how its visibility and sales have been affected by the lack of effective digital marketing strategies, compared to other businesses in the sector. Different types of approaches were used to collect information, this information was qualitative and quantitative through surveys, interviews and SWOT and PESTEL analysis. The study shows that Cuerpodevoces Ediciones faces a notable resistance to change within the institution, which has hindered the full execution of digital marketing strategies. This resistance conditions the publisher's ability to grow and adapt to the digital framework.