A importância do texto

: o mercado de experiências e a indústria livreira

Abstract

It was the purpose of this master's dissertation to draw a parallel between the Book of Entertainment, its essence and industry with the concepts and notions of Experience Marketing in order to explore its viability as a product and understand how the book can bean experience. On this regard the state of the art surrounding the Book was carefully analyzed, examining its consumer, its nature, its Industry and future, Studying authors from different areas, but whose confluent visions helped to understand the past, present and futurerole of the Book. In addition, we tried to present a holistic a view of the Book in order to further understand how it could fit into the concepts and principles of experience marketing. Furthermore it was also addressed notions of hedonistic consumption and what role pleasure could play inconsumption in terms of the hedonistic consumer. The thesis concludes with a qualitative empirical study consisting of an asynchronous interview and a field observation at the Lisbon Book Fair of 2019, which would complement the highly theoretical component of this paper, making clear what the reality field was trough the point of view of industry agents in daily contact with the Book and its consumer.

Date of Award	17 Feb 2020
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)