Da teoria à pratica: as ferramentas do marketing aplicadas nas bibliotecas de Goiânia

Abstract

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.