Marketing em Bibliotecas Universitárias: uma revisão da literatura

Abstract

It discusses the application of marketing in libraries of institutions of higher education. Through a literature review, it analyzes the university throughout history, trying to understand the role of academic libraries in contemporary society. Through improvement of their information practices, academic libraries take advantage of increasingly interdisciplinary knowledge, including marketing. From the concept of marketing services, this study seeks to draw possibilities of application of librarianship technics, both in strategic and operational level, e. g., illustrating adaptations of Customer Relationship Management (CRM) and marketing mix. It notes that, although the literature shows interdisciplinary relations between the Information Science and marketing, a short-sighted marketing still prevails among many of the managers of university libraries, creating the false idea of the impossibility of application of marketing in institutions which work with intangible elements (such as information) and not intended for profit. It concludes that along with the CI, marketing acquires strong social relevance, helping professionals who deal with information to understand and meet the real information needs of their communities.