Sell Libraries : strategies of cultural marketing used by the public libraries in Rio Grande do Sul

Detalhes bibliográficos
Autor(a) principal: Job, Rejane Cristina
Data de Publicação: 2006
Tipo de documento: Artigo
Idioma: por
Título da fonte: Em Questão (Online)
Texto Completo: https://seer.ufrgs.br/index.php/EmQuestao/article/view/107
Resumo: Study carried out with the objective of discussing the use of the cultural marketing in public libraries in the state of Rio Grande do Sul. It approaches the concepts of culture, patronage, sponsorship, marketing, institutional and cultural marketing, adapting them to the context of public libraries. It analyzes the cultural laws of tax incentives and sponsorships. It discusses the practice of cultural marketing in libraries and the possibilities of sponsorship of physical and legal people. It evaluates the effectiveness of cultural marketing as a strategy to expand public recognition of the library as social institution. It concludes by emphasizing the need of greater boldness among library professionals in the use of tools of cultural marketing.
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spelling Sell Libraries : strategies of cultural marketing used by the public libraries in Rio Grande do SulVendem-se Bibliotecas: estratégias de marketing cultural utilizadas pelas bibliotecas públicas do RSMarketing culturalbiblioteca pública.Cultural Marketing. Public Libraries.Study carried out with the objective of discussing the use of the cultural marketing in public libraries in the state of Rio Grande do Sul. It approaches the concepts of culture, patronage, sponsorship, marketing, institutional and cultural marketing, adapting them to the context of public libraries. It analyzes the cultural laws of tax incentives and sponsorships. It discusses the practice of cultural marketing in libraries and the possibilities of sponsorship of physical and legal people. It evaluates the effectiveness of cultural marketing as a strategy to expand public recognition of the library as social institution. It concludes by emphasizing the need of greater boldness among library professionals in the use of tools of cultural marketing.Estudo realizado com o objetivo de discutir o uso do marketing cultural em bibliotecas públicas no estado do Rio Grande do Sul. Aborda os conceitos de cultura, mecenato, patrocínio, marketing, marketing institucional e cultural, adaptando-os ao contexto das bibliotecas públicas. Analisa as leis de incentivo fiscal e os patrocínios culturais. Discute a prática de marketing cultural em bibliotecas e as possibilidades de patrocínio de pessoas físicas e jurídicas. Avalia a eficácia do marketing cultural como estratégia para ampliar o reconhecimento público da biblioteca como instituição social. Conclui ao enfatizar a necessidade de maior ousadia entre os profissionais no uso de ferramentas de marketing cultural. Universidade Federal do Rio Grande do Sul, Faculdade de Biblioteconomia e Comunicação, Programa de Pós-Graduação em Ciência da Informação (Porto Alegre/RS)2006-12-09info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://seer.ufrgs.br/index.php/EmQuestao/article/view/107Em Questão; Vol. 10 No. 2 (2004); 449-465Em Questão; Vol. 10 Núm. 2 (2004); 449-465Em Questão; v. 10 n. 2 (2004); 449-4651808-52451807-8893reponame:Em Questão (Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/EmQuestao/article/view/107/65Copyright (c) 2004 Rejane Cristina Jobhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessJob, Rejane Cristina2023-11-20T16:56:11Zoai:seer.ufrgs.br:article/107Revistahttps://seer.ufrgs.br/emquestao/PUBhttps://seer.ufrgs.br/EmQuestao/oaiemquestao@ufrgs.br||emquestao@ufrgs.br1808-52451807-8893opendoar:2023-11-20T16:56:11Em Questão (Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv Sell Libraries : strategies of cultural marketing used by the public libraries in Rio Grande do Sul
Vendem-se Bibliotecas: estratégias de marketing cultural utilizadas pelas bibliotecas públicas do RS
title Sell Libraries : strategies of cultural marketing used by the public libraries in Rio Grande do Sul
spellingShingle Sell Libraries : strategies of cultural marketing used by the public libraries in Rio Grande do Sul
Job, Rejane Cristina
Marketing cultural
biblioteca pública.
Cultural Marketing. Public Libraries.
title_short Sell Libraries : strategies of cultural marketing used by the public libraries in Rio Grande do Sul
title_full Sell Libraries : strategies of cultural marketing used by the public libraries in Rio Grande do Sul
title_fullStr Sell Libraries : strategies of cultural marketing used by the public libraries in Rio Grande do Sul
title_full_unstemmed Sell Libraries : strategies of cultural marketing used by the public libraries in Rio Grande do Sul
title_sort Sell Libraries : strategies of cultural marketing used by the public libraries in Rio Grande do Sul
author Job, Rejane Cristina
author_facet Job, Rejane Cristina
author_role author
dc.contributor.author.fl_str_mv Job, Rejane Cristina
dc.subject.por.fl_str_mv Marketing cultural
biblioteca pública.
Cultural Marketing. Public Libraries.
topic Marketing cultural
biblioteca pública.
Cultural Marketing. Public Libraries.
description Study carried out with the objective of discussing the use of the cultural marketing in public libraries in the state of Rio Grande do Sul. It approaches the concepts of culture, patronage, sponsorship, marketing, institutional and cultural marketing, adapting them to the context of public libraries. It analyzes the cultural laws of tax incentives and sponsorships. It discusses the practice of cultural marketing in libraries and the possibilities of sponsorship of physical and legal people. It evaluates the effectiveness of cultural marketing as a strategy to expand public recognition of the library as social institution. It concludes by emphasizing the need of greater boldness among library professionals in the use of tools of cultural marketing.
publishDate 2006
dc.date.none.fl_str_mv 2006-12-09
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/EmQuestao/article/view/107
url https://seer.ufrgs.br/index.php/EmQuestao/article/view/107
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/EmQuestao/article/view/107/65
dc.rights.driver.fl_str_mv Copyright (c) 2004 Rejane Cristina Job
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2004 Rejane Cristina Job
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul, Faculdade de Biblioteconomia e Comunicação, Programa de Pós-Graduação em Ciência da Informação (Porto Alegre/RS)
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul, Faculdade de Biblioteconomia e Comunicação, Programa de Pós-Graduação em Ciência da Informação (Porto Alegre/RS)
dc.source.none.fl_str_mv Em Questão; Vol. 10 No. 2 (2004); 449-465
Em Questão; Vol. 10 Núm. 2 (2004); 449-465
Em Questão; v. 10 n. 2 (2004); 449-465
1808-5245
1807-8893
reponame:Em Questão (Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str Em Questão (Online)
collection Em Questão (Online)
repository.name.fl_str_mv Em Questão (Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv emquestao@ufrgs.br||emquestao@ufrgs.br
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