Do diagnóstico ao plano de marketing na biblioteca da faculdade IESP/ FATEC - PB: um estudo sobre infraestrutura e recursos humanos

Abstract

The present study is aimed to diagnose the Central Library of the IESP/FATECPB College, from the scenario analysis, in what concerns to infrastructure and human resources. For that, it is presented the importance of a marketing plan as a management guide to the Library. Marketing is approached as a management philosophy, which is compromised with the client. It is commented about how marketing could help the librarian professional in improving his image before the community. In relation to the methodology, it is a descriptive research with qualitative approach. The search field is the IESP/FATECPB College and the research subjects are the employees of its library. Then, it was applied a questionnaire based on the SWOT analysis with the librarian of the College, in order to identify the strengths and the weaknesses of the internal environment and the opportunities and the threats of the external environment. As a result, it is proposed a marketing plan to the Central Library of the IESP/FATECPB College as a guiding tool of marketing actions to be adopted by the information unit. It is concluded that the marketing applied to library should make part of the annual strategic planning and it can bring advantageous benefits as the positive image, the offer of products and services more agreed and the maintenance, conquer and customer loyalty.