Plano de marketing como forma estratégica para desenvolver insights e ideias em tempos sem precedentes: um novo olhar para a Biblioteca Pública Juarez da Gama Batista/João Pessoa-PB

Abstract

The adoption of marketing in information units is based on contributing to management, with regard to its administration, promoting various benefits, such as the improvement of products/services and obtaining greater visibility and appreciation by the community where the drive is inserted. Objective analysis of the scenario of the internal and external environments of the public library Juarez da Gama Batista in João Pessoa - PB, with a view to proposing a marketing plan. It is a descriptive and exploratory research, from the point of view of the objectives, and from the perspective of approaching the problem, it is a research with a qualitative basis, configuring itself as a field study. It uses an open questionnaire as an instrument for data collection, consisting of 22 (twenty-two) questions, based on the labor dimensions that a library presents. It uses content analysis as a technique for analyzing empirical data. It examines the basic elements in the literature for the production of a marketing plan. It reveals the factors that the library needs to improve, henceforth analyzing the scenario of internal and external environments, in order to have a greater performance as an agent of sociocultural transformation. It concludes that the Juarez da Gama Batista Public Library needs to make use of marketing strategies in order to become noticeable to the public authorities and users, these potentials, internal and/or external, through a proposal for the preparation/implementation of a marketing plan to enable satisfactory results in accordance with your expectations and goals.