O processo de elaboração e institucionalização do Plano de Marketing da Biblioteca Central da Universidade Federal da Paraíba

Abstract

In modern organizations, profit has made room for intangible values in terms of market success. The success is based on technological innovation, the image that the organization passes to the market and the degree of satisfaction and fidelity that it provides to the target audience. Marketing acts through strategic planning as a guideline for this change in organizational behavior. In the scope of information units, this action is similar and occurs through the design of a Marketing Plan. Based on this premise, this research aimed to understand the process of elaboration and institutionalization of the Marketing Plan of the Federal University of Paraíba. We used the methodological procedure called participant research, which consists of the influence and participation of the researcher in the researched environment. The main results are the mapping of the actions responsible for the elaboration of the plan, as well as of which procedures are necessary for its institutionalization and the analysis and identification of the Request Dimensions of Krogh, Ichijo and Nonaka (2001) during the process. As a result of this, the importance of the information professional's role in the marketing processes was emphasized, as well as the relevance of the dimensions of solicitude for the improvement of professional practices and for the sustainable and profitable development of the organizations and people who work in it.