Bibliotecas comunitárias e marketing: um entrelaço de possibilidades

Abstract

The survival of social institutions stems from several factors, however, public recognition is a primary element in resisting adversities. In this sense, community libraries adhere to this reality when they fit into the profile of institutions that need to seek recognition so that they can not only exist, but also reach out to those who need it most. With this in view, we can affirm that the research in question aims to analyze the need for marketing for community libraries, thus proposing an investigation into the relevance of this field of study in the context of this type of library. The present study characterizes its basic nature and exploratory objective, presenting a qualitative approach, in which the procedure used was field research. A questionnaire was applied as a data collection instrument, containing questions of mixed character. Content analysis was used for data analysis. As a result, we observed that community libraries do more publicity and promotion than the application of marketing itself, using only one of the steps of this management tool, so that its deepening is still carried out by a few. Thus, we conclude that there is great need for marketing in community libraries, because its application involves aspects of unique significance for the visibility of these spaces, contributing to the continuity of their work.