Marketing de relacionamento para bibliotecas universitárias: uma revisão bibliográfica

Abstract

The present work deals with the use of marketing and, more precisely, of relationship marketing in the context of university libraries. Its main objective is to understand the relevance of relationship marketing as a strategy to attract the users of university libraries, encouraging and fostering them. More specifically, it aims to present concepts of marketing, relationship marketing and its applicability in university libraries; to reflect how the use of relationship marketing can influence user loyalty to the library space, explaining the digital information and communication technologies (TDICs), identifying the main benefits achieved by this system in the access and reach of users' information to the products and services provided by the library. As for the methodology used, a bibliographic study or a secondary source was chosen, based on the reading and analysis of books, periodicals, monographs, dissertations, among others. It was verified from the study that the use of marketing in the management of university libraries represents a strategic alternative, capable of optimizing the communication process between university public libraries and their users, benefiting them through the intermediation of constructive, transformative readings and of proven authorship, with the purpose of fomenting the critical census in the reader providing him with discoveries, improvement of the capacity of critical interpretation and construction of the knowledge.