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Marketing na gestão de bibliotecas públicas

Marketing na gestão de bibliotecas públicas


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About the Book

A pesquisa destaca a importância da utilização do marketing a serviço da biblioteca; aborda fatores a ser considerados para estabelecer uma organização orientada para o usuário - tendo em vista que o marketing tem raiz na mentalidade voltada para o cidadão, ultrapassando a comunicação. Assim, objetivou por via da concepção dos gestores de bibliotecas públicas da cidade de Salvador/Ba, identificar e analisar os entraves para implantar os procedimentos integrados de marketing nesse ambiente. Entrevistou-se oito bibliotecários gestores, e os resultados permitiram inferir que eles reconheciam a importância do marketing para subsidiar no bom desempenho das suas rotinas. Contudo, as ações se revelaram limitadas devido às falhas identificadas no perfil administrativo, provocado pela ausência da disciplina no currículo; desconhecimento do potencial das técnicas de marketing empregadas em biblioteca; sendo notória a sua confusão conceitual e a redução de suas práticas às ações de propaganda e vendas. Conclui que tais entraves reforçam para a não orientação da biblioteca em bem atender seu usuário, implicando ao condicionamento de um novo perfil administrativo do gestor bibliotecário.


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Product Details
  • ISBN-13: 9783639697247
  • Publisher: Novas Edicoes Academicas
  • Binding: Paperback
  • Language: Portuguese
  • Returnable: N
  • Spine Width: 15 mm
  • Width: 152 mm
  • ISBN-10: 3639697243
  • Publisher Date: 14 Oct 2014
  • Height: 229 mm
  • No of Pages: 272
  • Series Title: Portuguese
  • Weight: 453 gr


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