Marketing na arquivologia: uma ferramenta estratégica no Arquivo Setorial do CCHLA/UFPB

Abstract

It is diagnosed the Sector Archive of the CCHLA/UFPB in relation to Information Marketing, especially in the attendance service for the user. To do so, it is sought to know the mentioned archive; to identify its strengths and weaknesses, threatens and opportunities; to map the tools of Information Marketing that are suitable to the Archive; and to propose a Marketing Plan. The method adopted in the present research was case study and the instrument used in the data collection was a questionnaire which was applied to the archivist of the Archive of the CCHLA/UFPB in 2016 and reapplied in 2017 together with an interview, in order to obtain information about possible changes in his questions. It is perceived in the scenario analysis that the strengths include the openness of the archivist in relation to changes, the availability of the document application form and the existence of the website. On the other hand, the weaknesses are in relation to the deficiency of Marketing strategies, the digitized documentation is not available, and the collection is partially organized. In relation to the threatens, they include the lack of financial resources (Government) and the inflexibility of opening hours. In turn, they are identified as opportunities the possibility of partnerships with the Course of Archival Science of the UFPB to exchange experiences and divulgate the archive and for granting trainees, as well as the orientation of sectors about the transfer of documents. It is concluded that the adoption of a Marketing philosophy in the Archive will help in the satisfaction of users with the creation of products/ services of information based on the information business.