creators_name: Cagnoli, Roberto
editors_name: Argentina. Instituto Nacional de la Administracion Publica, INAP
type: confpaper
datestamp: 2006-04-08
lastmod: 2008-11-19 09:12:00
metadata_visibility: show
title: Marketing Bibliotecario: ¿Usuarios o Clientes?
ispublished: pub
subjects: FB
full_text_status: public
keywords: bibliotecas, usuarios de la informacion, estudios de mercado    libraries, information users, marketing
abstract: Conference wich is a very brief synthesis about marketing for libraries. It states that to see the library as an organization of service, requires to have a marketing perspective. From this point of view, the service is one of the elments of marketing, besides the collection and the extension programs. Marketing is tightly bonded to strategic plannification and it is vital, essencial, in a program of marketing. It is related with mission. It is necessary  to  identify some options of service or product and examine it in accordance with its potential vale for the institution. It is needed to have in mind which is library’s goal, which opportunities have to develop its activity wihtin its environmet and which value has this activity for the institution. It embraces the following steps: Analysis of market opportunites, Selection of the target market, Strategy, Prodcut, Distribution, Promotion, Price, System of marketing.
As far as users or customers, these are divided into internal and external. The term implies a payment for a product or service and reflects better what is now happening between library and the comunity. With this term, the myth of the library of free access and services vanishes and it is reached a more sharp concept for service.
date: 2000
date_type: published
publisher: INAP
pagerange: 1-11
refereed: FALSE
altloc: http://www.sgp.gov.ar/inap/publicaciones/docs/ciclos/semdilemas-cagnoli.doc
citation: Cagnoli, Roberto Marketing Bibliotecario: ¿Usuarios o Clientes?, 2000 . In Seminario Dilemas de la Biblioteca Actual, Buenos Aires, Noviembre 2000. [cited var currentTime = new Date();var month = currentTime.getMonth() + 1;var day = currentTime.getDate();var year = currentTime.getFullYear();document.write(month + "/" + day + "/" + year)]. Available from WWW: http://eprints.rclis.org/6030/. [Conference Paper]
document_url: http://eprints.rclis.org/6030/1/semdilemas-cagnoli.pdf