O marketing como estratégia de divulgação das ações culturais na Biblioteca Comunitária Criança Feliz

Abstract

This is a research about understanding the relationship of marketing with community libraries. In this proposal cultural actions are presented as a strategy of marketing dissemination. This is a study to analyze the relevance of marketing to community libraries, from this objective the following specific objectives derive: to draw a theoretical panorama of marketing and its relations with information units; identify the tools used by the library for the construction of marketing; and, to verify if the marketing favors the activities of cultural action developed by the library. The research methodology used in this study was a qualitative research, carried out in the form of an exploratory and field study, based ton a bibliographic review, where the users and the manager of the Community Library of Childhood were studied. The data collection instruments used were observation, semi-structured and informal interviews, carried out in two moments, one with the manager, and the other with the users. The results demonstrate the importance of marketing in the community library, recognizing it as fundamental to strengthen the relationship with the community, as well as the dissemination of products and services, thus ensure the survival of the library. We conclude that the cultural actions promoted by the community library, aim at the perspective of a socio-cultural project, that is, manifest the various forms of expressions of the community, and marketing has the role of strengthening the appeal of these manifestations, synthesizing the values that the people want spread.