Endomarketing e o profissional bibliotecário: um estudo de caso na Biblioteca de Ciências Humanas da Universidade Federal do Ceará

Abstract

Presents a study in Library Sciences (BCH), Federal University of Ceará (UFC) which aimed to identify the level of use of marketing techniques and tools, in this case the Endomarketing in its management. Aims at investigating the implementation of Internal Marketing as a strategic tool in management of information units in the university library at the Federal University of Ceará. Its specific objectives are: to examine whether the librarians of the Library of Humanities Endomarketing use the actions of the management of the Library, identify the actions taken by librarians to work BCH internal communication and see if the manager sees the librarian as a tool Endomarketing management. The type of research is exploratory, since May to develop and clarify concepts and ideas, seen in a tendon Formation of specific problems or hypotheses searchable paragraph future studies, being hum of bibliographical, documentary and case study. The method of research used was observational, therefore, provides a broad understanding of hum Knowledge on the subject. Technique Applied Data Collection was the use of a questionnaire, this one composed of open and closed questions by making a survey of quantitative and qualitative analysis. Grounds With that, he works as theoretical and Marketing, OS Concepts and emphasizing the historical process, as well as its application in profit organizations with and without fins, in this case as libraries, In order to improve and streamline the flow of information. About endomarketing have conceptualized and ITS YOUR Fundamentals and Applications in Information Management Unit, also exposing an internal communication, and, through it, we addressed a Importance of Information and Communication in organizational management. Defines what the profession conceptualizes and professional librarian, highlighting its role and importance in the management of information units, reporting also the importance of using the tool of internal marketing in its strategic planning. Sets out some considerations about the Library of Humanities in the academic community, showing the environment where the study was developed, providing information about the profile of the library and how it is used for internal marketing and communication at the institution. Finally, it indicates the role of internal marketing in the library of the humanities.