Investigating the use of marketing in the management of private sector university libraries in Porto Velho-RO

Abstract

The research deals with the search for an assessment of the value and impact of marketing management in university libraries of private sector Higher Education Institutions (HEIs) in Porto Velho -RO, which resulted in the construction of a representative overview of the value perspective used in marketing and the perceived impacts, based on the understanding of the respective librarian managers. The research is justified considering the application of marketing to non-profit organizations, such as information units, which is exposed in the literature of Administration, Information Science and Librarianship. The methodology used to obtain the results is exploratory in terms of its aims and qualitative-quantitative in terms of its means. The instrument used to collect the data was a questionnaire designed to identify the profile of the respondents and their specific perceptions of marketing management in information units. In response to the general objective, an overview was built using indicators established by qualitative variables, which made it possible to identify the perception of professional librarians (the predominant gender of the respondents, as revealed in the survey data). As for perceptions of the value or importance of marketing, the result showed a percentage that met the indicator (positive) and, as for the impacts, the highest percentage said they were only (reasonable), so the traits presented are somewhat contradictory, as the majority say it is important, but at the same time claim that the impacts are reasonable.