Do diagnóstico ao plano de marketing do Arquivo Central da UFPB: um estudo bibliográfico sobre infra-estrutura e recursos humanos

Abstract

The present study is aimed to diagnose the archive central UFPB , from the scenario analysis, in what concerns to infrastructure and human resources. For that, it is presented the importance of a marketing plan as a management guide to the archive. Marketing is approached as a management philosophy, which is compromised with the client. It is commented about how marketing could help the arquivist professional in improving his image before the community. In relation to the methodology, it is a descriptive research with qualitative approach. The search field is the archive central UFPB and the research subjects are the employees of its archive. Then, it was applied a questionnaire based on the SWOT analysis con un archivista the archive central UFPB, responsable de las actividades de difusión, in order to identify the strengths and the weaknesses of the internal environment and the opportunities and the threats of the external environment. As a result, it is proposed a marketing plan to the archive central UFPB, as a guiding tool of marketing actions to be adopted by the information unit. It is concluded that the marketing applied to archive should make part of the annual strategic planning and it can bring advantageous benefits as the positive image, the offer of products and services more agreed and the maintenance, conquer and customer loyalty