The information professional and competence in marketing

• Autor(a) principal: Souza, Raul Marques Leite
• Data de Publicação: 2024
• Outros Autores: Barreto, Marilene Souza Ferreira
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Brasileira de Educação em Ciência da Informação
• Texto Completo: https://portal.abecin.org.br/rebecin/article/view/408
• topic: information professional; competence; marketing; profesional de la información; competencia; marketing; profissional da informação; competência; marketing

The changes in the job market demand from information professional’s new skills to face the challenges imposed by current technologies. Marketing, which was previously associated solely with profit-oriented services, is undergoing a conceptual expansion and getting closer to promoting services to attract the target audience. In this sense, it is urgent to question how competence in marketing impacts the work of information professionals when they incorporate this skill into their professional practice. Therefore, the intention is to investigate how information professionals can benefit from marketing competence to promote information services and reach a broader target audience. Additionally, it aims to understand the main barriers and difficulties in acquiring and applying these competences, considering the current context of digital evolution. This work is characterized as an exploratory study of a qualitative nature. A literature review was conducted to understand the theme in question, and an analysis was carried out on articles published in the field's databases. As a result, it was observed that the application of marketing competence in information professionals is still incipient, as well as the existing barriers in their training and development. It is concluded that, considering the need for the professional to stay updated in response to societal demands, the adoption in marketing competences contributes to strengthening the profile of information professionals.