Da teoria à pratica: as ferramentas do marketing aplicadas nas bibliotecas de Goiânia
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Data
2011-11-16
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Universidade Federal de Goiás
Resumo
The work's main objective is to verify how much of what is learned in the classroom
discipline in Marketing Intelligence Units in the course of librarianship, is applied in practice
by librarians in the libraries of Goiânia. It starts with the assumption that the professional
information, including the librarian, adopting marketing techniques are viewing the
information unit as a "business", whose mission is to satisfy user needs, seeking to improve
the products and services offered. Thus, there is a concern not only to meet existing demand,
but also to seek novel market. How knowledgeable of market innovations as well as
marketing strategies, this work will certainly be contributing to the social, economic and
political society. To meet the main goal set for this research unit of the model system selected
was the library, with the requirement that there be at least one (01) professional librarian
working effectively. For a sizable sample libraries were selected two of six (06) types -
school, special, specialized, child, public and university, a total of 12 (twelve) units. The
methodology used in the research was extensive direct observation and data collection
technique was a questionnaire with open and closed questions. The analysis was performed
qualitative and quantitative. During the study it was found that in Goiânia there is no child
type libraries. For this reason the questionnaire was considered a unit that calls itself the
juvenile. It was also noted that the city has only one unit of the special kind: the Braille
Library. Due to these problems the initial sample was reduced from 12 (twelve) to 10 (ten).
Of these, only 08 (eight) answered the questionnaire. At the end of the study tested the
hypothesis was not supported because, at least quantitatively, the teachings of the discipline of
Marketing Intelligence Units are being applied in the libraries of Goiânia. It was found, from
the questionnaires, that the majority of the marketing tools presented are known and that more
than 50% are applied.
Descrição
Palavras-chave
Marketing, Marketing em bibliotecas, Marketing de produtos e serviços de biblioteca
Citação
SILVA, Rose Mendes da. Da teoria à pratica: as ferramentas do marketing aplicadas nas bibliotecas de Goiânia. 144 f. Trabalho de Conclusão de Curso (Graduação) - Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2011.