Marketing em bibliotecas: a promoção dos serviços de informação no Sistema de Bibliotecas da UFPB campus I

Abstract

Marketing today is being revamped and multifaceted to promote all environments, this stems from many movements that come from the industrial revolution where there was a greater need for production flow where the focus was on the product. In this evolution we have reached the first customer stage that has become demanding, knowledgeable and very aware of what they want in their purchases of products and services that interest them. Thus a new moment is born in the way of marketing, a moment where information integrated with technology promotes a revolution in the way of thinking and acting in the exchange actions in any business, including informational units, hence the need for these environments to be engage more and more hard in their marketing efforts to attract and retain their users and promote their services. In this sense, the study has as its theme the marketing applied to university libraries. The focus of the present research is the investigation about the marketing application in the Central Library of campus I and how the promotion of its services is being carried out and if these actions are transmitted. for the sector libraries, in this case the CCJ / UFPB and CCSA / UFPB sectoral libraries that are part of the UFPB SYSTEM. The methodology used combines bibliographic research in conventional and digital information sources and the Survey method, which method aims to weave a qualitative approach that will demonstrate the opinions of the research subjects through questionnaires and interviews, as stated by FREITAS, et al. (2000, p.105 apud TANUR, 1993). We conclude that marketing actions follow a pattern originating from BC, but the Sector Libraries that are part of SISTEMOTECA have the autonomy to create new and even better marketing actions according to the availability of resources and creativity of the marketing manager of each library.