MARKETING CONSULTING IN INFORMATION UNITS

Abstract

Study on the creation of a marketing consulting service in libraries. It discusses the importance of applying marketing consulting related to the 4Ps (Product, Price, Place, Promotion) as a way to propose solutions to the demands identified in libraries, and to provide librarians with an alternative for developing a business related to their field of activity. It relates the concept of entrepreneurship in Library Science; maps the theoretical references in the consulting process; correlates the 4Ps of marketing within the context of libraries; and presents the main aspects related to the creation of consulting services aimed at libraries, including phases, services, and legal and bureaucratic aspects. Na metodologia, utiliza a pesquisa bibliográfica e documental e discute o empreendedorismo na área biblioteconômica, elencando exemplos de empresas oriundas de bibliotecário, no Brasil, e alguns especificamente no estado do Maranhão. It highlights consulting in its historical, conceptual, and categorical aspects (craft-based, specialized, total, and globalized). It emphasizes marketing in libraries, contrasting it with the challenge of making it a strategic tool focused on meeting users’ informational needs through the resolution of problems that affect the organizational environment of libraries and distinguishes between a product-oriented and a marketing-oriented approach in libraries. It concludes by emphasizing the relevance of marketing consulting in libraries as a means to contribute solutions to organizational demands of these institutions and to advance the fields of Library Science and Information Science through research focused on entrepreneurship, consulting, and marketing, which still lacks broader academic production.