Arquivo pessoal Afonso Pereira e estratégias de marketing: Sinalizações de aplicação

Abstract

This article reflects on the importance of marketing for personal archives, especially the Afonso Pereira Archive -object of this study. In this sense, we developed a marketing plan for thereferred file, based on the analysis of its strengths and weaknesses, guiding the marketing strategy to reach the target audience andsociety in general. The research regarding the approach is of a qualitative type with a descriptive character, and regarding the research sources it is characterized as bibliographic and field. For data collection, we conducted a directed interview, elaborated from subjective questions about the routines and organization of the file, applied to two professionals who work in the organization, we also carried out direct observation. The results point to the absence of an archive marketing plan and weaknesseswith regard to social recognition. In this sense, we developed a plan with a view to enhancing the archive as a source ofmemory and information about the holder and his relationships, understanding that it is necessary to expand the dissemination in schools, universities, social networks, to bring up the trajectory of Professor Afonso Pereira, highlighting especially its relations with education, art and culture in Paraíba