The economy of symbolic goods in the religious publishing market: an analysis on segmentation and brand equity from the perspective of strategic marketing
The economy of symbolic goods in the religious publishing market: an analysis on segmentation and brand equity from the perspective of strategic marketing
DOI:
https://doi.org/10.51473/rcmos.v2i2.2022.1986Keywords:
Religious Marketing. Symbolic Economy. Editorial Branding. Market Segmentation. Consumer Behavior.Abstract
This article investigates the dynamics of publishing marketing in the Brazilian religious segment, analyzing how the "gospelization" of culture has transformed Christian literature into a high value-added asset. Grounded in Pierre Bourdieu's theory of symbolic goods and Philip Kotler's Marketing 3.0 and 4.0 concepts, the study examines the transition of confessional publishers from a passive distribution model to complex branding and psychographic segmentation strategies. It discusses the long tail phenomenon applied to theological niches, the influence ofintermediationeory in building transmedia narratives, and the impact of the digital age on sales disintermediation. The research concludes that economic sustainability in this sector depends on the organizations' ability to manage the tension between the sacredness of the message and the commodification of the medium.
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Copyright (c) 2022 Patricia Malafaia Bonfim Araujo (Autor)
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