Endomarketing e biblioteca universitária: estudo realizado na seção de referência da Biblioteca Central da Universidade Federal de Goiás
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Data
2016-02-06
Autores
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Editor
Universidade Federal de Goiás
Resumo
The present work aims to verify suitable marketing strategies for the dissemination of
the services of the Reference Section of the Central Library (BC) of the Federal
University of Goiás (UFG). The theoretical framework covers the following topics:
Marketing, Endomarketing, Organizational Communication, Endomarketing
Strategies; Reference Service. In terms of the methodology, the field of research is
delimited from the Reference Section of the BC / UFG. From this definition we perform
exploratory research based on a simple random sample. The research uses as an
instrument of collection, unstructured interviews conducted individually by the author.
The selected spaces for the interviews were two: Central Library and University
Restaurant of the UFG, with three routes for the application of the interviews, having
as target audience: the person in charge of the Reference Services section of the
Central Library, the Administrative Technicians of the Library UFG Central and 17
undergraduate students from the UFG randomly selected. The analysis of the data
shows that the administrative technicians have knowledge and make good evaluation
regarding the Reference Section and its services; The students demonstrate ignorance
of the Reference Section even using the services provided by it. In view of these
analyzes we indicate that the Reference Section should develop Marketing strategies
aiming to disseminate its services, objectives and functions to the unknown external
public.
Descrição
Palavras-chave
Marketing, Endomarketing, Comunicação, Serviços de referência
Citação
MENDONÇA, Paulline Ketlen de. Endomarketing e biblioteca universitária: estudo realizado na seção de referência da Biblioteca Central da Universidade Federal de Goiás. 2016. 95 f. Trabalho de Conclusão de Curso (Graduação) - Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2016.