Prospecção de marketing na Biblioteca Pública do Estado da Bahia: um estudo de caso

Abstract

This study was made in order to map the marketing strategies in the information services of the BibliotecaPública do Estado da Bahia (BPEB), it is the result from the emergence of new informational media and the advent of technology, especially in the last decades of the 20th century, which broke some stereotypes about the role of libraries in the perspective of contributing to society. One of the prerequisites that is responsability to the nowadays librarians is the managerial vision, translated, among many possible ways, in the use of marketing in several kinds of medias. The method of research used was descriptive, it was developed through a unique study case in the BPEB, a nationwide reference as the first public library of Latin America. To do the data collection it was applied a questionnaire to the users of the Library and a interview for employees/managers who have activities directly related to the institution's marketing practices. It was found that the BPEB has structure and praticesfavorable to the use of marketing to promote their products and information services, but it’s necessary a better strategic planning to ensure adequate divulgation of these activities to a wider range, this should be allied with the attending of the information needs of its users.