Plano de marketing para biblioteca setorial do Centro de Ciências Exatas e da Natureza da UFPB: o olhar dos bibliotecários

Abstract

Marketing turns out to be an indispensable tool for the management of any institution. In a Library, Marketing is used as an input to the enhancement of the relationship between the users and the products and information services, promoting fascination and loyalty. This investigation aims to study the stablishing of marketing strategies through a plan to be addressed to The Sectoral Library of the Exact and Natural Sciences Center (CCEN, the acronym in Portuguese) of the Federal University of Paraíba (UFPB, the acronym in Portuguese). When it comes to the objectives, the survey is characterized as being descriptive and, according to the procedures, it is a case study with both quantitative and qualitative approach in which the data collection instrument adopted is the questionnaire. For the interpretation of the collected data, the content analysis technique was used. The results show that, in the sample studied, there is a consensus on the efficiency of Marketing and its relevance in the context of the library. Finally, it is concluded that Marketing, and more specifically the relationship Marketing, is an excellent alternative to promote products and services in the library sphere, just as it is to promote the loyalty of the users. In addition, it is an important tool to use to work on the image of the librarian before the users.