Marketing e comunicação em bibliotecas universitárias: da teoria aos estudos aplicados (2015-2021) no contexto informacional digital
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://hdl.handle.net/10216/156416 |
Resumo: | This article aims to identify scientific production related to Marketing and Communication in university libraries and to analyse the focus of applied studies. The qualitative methodology adopted comprises an exploratory approach through the literature review. From the results obtained we highlight: the gradual dissemination and promotion of the university library services through tools provided by Web 2.0; the growing use of social networks as means of communication; the contradiction between Marketing principles, which emphasise the importance of the customer at the centre of decisions on promotional strategies, and library practice, which places service managers and information professionals at the centre. All in all, the focus of applied studies is on the perspective of information professionals or institutions. A change in the Marketing and Communication strategies adopted by university libraries is considered urgent and it is essential to identify the real needs and information profile of the client, as well as to periodically evaluate the results of the Marketing and Communication strategies implemented. |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Marketing e comunicação em bibliotecas universitárias: da teoria aos estudos aplicados (2015-2021) no contexto informacional digitalThis article aims to identify scientific production related to Marketing and Communication in university libraries and to analyse the focus of applied studies. The qualitative methodology adopted comprises an exploratory approach through the literature review. From the results obtained we highlight: the gradual dissemination and promotion of the university library services through tools provided by Web 2.0; the growing use of social networks as means of communication; the contradiction between Marketing principles, which emphasise the importance of the customer at the centre of decisions on promotional strategies, and library practice, which places service managers and information professionals at the centre. All in all, the focus of applied studies is on the perspective of information professionals or institutions. A change in the Marketing and Communication strategies adopted by university libraries is considered urgent and it is essential to identify the real needs and information profile of the client, as well as to periodically evaluate the results of the Marketing and Communication strategies implemented.20232023-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10216/156416por0873-567010.21747/21836671/pag20a8Gomes, Liliana Isabel EstevesFernández Marcial, Vivianainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-12T01:28:31Zoai:repositorio-aberto.up.pt:10216/156416Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:35:59.772122Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Marketing e comunicação em bibliotecas universitárias: da teoria aos estudos aplicados (2015-2021) no contexto informacional digital |
title |
Marketing e comunicação em bibliotecas universitárias: da teoria aos estudos aplicados (2015-2021) no contexto informacional digital |
spellingShingle |
Marketing e comunicação em bibliotecas universitárias: da teoria aos estudos aplicados (2015-2021) no contexto informacional digital Gomes, Liliana Isabel Esteves |
title_short |
Marketing e comunicação em bibliotecas universitárias: da teoria aos estudos aplicados (2015-2021) no contexto informacional digital |
title_full |
Marketing e comunicação em bibliotecas universitárias: da teoria aos estudos aplicados (2015-2021) no contexto informacional digital |
title_fullStr |
Marketing e comunicação em bibliotecas universitárias: da teoria aos estudos aplicados (2015-2021) no contexto informacional digital |
title_full_unstemmed |
Marketing e comunicação em bibliotecas universitárias: da teoria aos estudos aplicados (2015-2021) no contexto informacional digital |
title_sort |
Marketing e comunicação em bibliotecas universitárias: da teoria aos estudos aplicados (2015-2021) no contexto informacional digital |
author |
Gomes, Liliana Isabel Esteves |
author_facet |
Gomes, Liliana Isabel Esteves Fernández Marcial, Viviana |
author_role |
author |
author2 |
Fernández Marcial, Viviana |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Gomes, Liliana Isabel Esteves Fernández Marcial, Viviana |
description |
This article aims to identify scientific production related to Marketing and Communication in university libraries and to analyse the focus of applied studies. The qualitative methodology adopted comprises an exploratory approach through the literature review. From the results obtained we highlight: the gradual dissemination and promotion of the university library services through tools provided by Web 2.0; the growing use of social networks as means of communication; the contradiction between Marketing principles, which emphasise the importance of the customer at the centre of decisions on promotional strategies, and library practice, which places service managers and information professionals at the centre. All in all, the focus of applied studies is on the perspective of information professionals or institutions. A change in the Marketing and Communication strategies adopted by university libraries is considered urgent and it is essential to identify the real needs and information profile of the client, as well as to periodically evaluate the results of the Marketing and Communication strategies implemented. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023 2023-01-01T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/10216/156416 |
url |
https://hdl.handle.net/10216/156416 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
0873-5670 10.21747/21836671/pag20a8 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799136835017900032 |