Promoción de los servicios de la biblioteca un enfoque desde el marketing no convencional

Authors

  • Viviana Fernández Marcial

Keywords:

Mercadeo de la información, Promoción del uso de la biblioteca, Publicidad en el punto de venta, Marketing no convencional

Abstract

La promoción de los servicios y prestaciones de la biblioteca posee el mismo nivel de importancia que la calidad de las mismas. La comunicación de la oferta de servicios y productos es la garantía de uso y por tanto de alejar a las bibliotecas de una realidad: la infrautilización o el uso inadecuado de los servicios y productos.

El presente trabajo revisa la importancia del Marketing y la promoción en la gestión de las bibliotecas, significando el valor de la Publicidad en el Lugar de Venta (PLV) Aborda las manifestaciones de esta técnica, los principales problemas en su aplicación así como las ventajas de su uso. Finalmente se esbozan un conjunto de recomendaciones posibles en el diseño de la PLV.

Author Biography

Viviana Fernández Marcial

(España) Profesora del Departamento de Biblioteconomía y Documentación de la Universidad San Pablo CEU. Profesora Asociada en la Universidad Carlos III de Madrid. Se especializa en la investigación sobre gestión de calidad y marketing. Miembro del Consejo de Redacción de la Revista Española de Documentación.

References

Cronin, Blaise(ed)(1992). The Marketing of Library and Information Services: 2. London: ASLIB.

Edsall, Marian S.(1980). Library Promotion Handbook. Mansell(London): Oryx Press.

Esteban Talaya, Agueda et al(1997). Principios de Marketing. Madrid: ESIC.

INFOADEX(2004). Estudio INFOADEX de la inversión publicitaria en España 2004. [Disponible en : www.infoadex.es/noticias/ficheros/resumen2004.PDF]. Consultado 1 de septiembre de 2004.

Mañas Gómez, Carlos(1994). Publicidad en el punto de venta P.L.V. Madrid: Instituto de Formación y Estudios Sociales.

Ortega Martínez, Enrique (1991). La dirección publicitaria. 2 ed rev. Madrid: ESIC.

Sánchez Guzmán, José Ramón (1998). Diccionario de MKT, Madrid: Acento.

Savard, R. (2000). La perception du marketing chez les bibliothécares. En : R. Savard(Ed). Adapting Marketing to Libraries in a Changing and World-wide environment : Papers presented at the 63th IFLA Conference, Copenhagen, September 1997(pp. 12-32).München: K. G: Saur.

Sherman, Steve(1980). ABC ́s of Library Promotion. 2nd ed. New Jersey: Scarecrow Press.

Walters, Suzanne(1992). Marketing: a how-to-do-it manuals for libraries. New York: Neal-Schuman.

Westphalen, MH y J.L Piñuel(1993). La dirección de Comunicación: Prácticas profesionales, diccionario técnico. Madrid. Ediciones del Prado.

Downloads

Published

2004-12-30

How to Cite

Fernández Marcial V. (2004). Promoción de los servicios de la biblioteca un enfoque desde el marketing no convencional. Biblios Journal of Librarianship and Information Science, (20), 3–13. Retrieved from https://biblios.ufes.br/biblios/article/view/1621

Issue

No. 20 (2004)

Section

Original

License

Copyright (c) 2026 Viviana Fernández Marcial

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. The Author retains copyright in the Work, where the term “Work” shall include all digital objects that may result in subsequent electronic publication or distribution.
  2. Upon acceptance of the Work, the author shall grant to the Publisher the right of first publication of the Work.
  3. The Author shall grant to the Publisher and its agents the nonexclusive perpetual right and license to publish, archive, and make accessible the Work in whole or in part in all forms of media now or hereafter known under a Creative Commons Attribution 4.0 International License or its equivalent, which, for the avoidance of doubt, allows others to copy, distribute, and transmit the Work under the following conditions:
    1. Attribution—other users must attribute the Work in the manner specified by the author as indicated on the journal Web site;
    with the understanding that the above condition can be waived with permission from the Author and that where the Work or any of its elements is in the public domain under applicable law, that status is in no way affected by the license.
  4. The Author is able to enter into separate, additional contractual arrangements for the nonexclusive distribution of the journal's published version of the Work (e.g., post it to an institutional repository or publish it in a book), as long as there is provided in the document an acknowledgement of its initial publication in this journal.
  5. Authors are permitted and encouraged to post online a prepublication manuscript (but not the Publisher’s final formatted PDF version of the Work) in institutional repositories or on their Websites prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work. Any such posting made before acceptance and publication of the Work shall be updated upon publication to include a reference to the Publisher-assigned DOI (Digital Object Identifier) and a link to the online abstract for the final published Work in the Journal.
  6. Upon Publisher’s request, the Author agrees to furnish promptly to Publisher, at the Author’s own expense, written evidence of the permissions, licenses, and consents for use of third-party material included within the Work, except as determined by Publisher to be covered by the principles of Fair Use.
  7. The Author represents and warrants that:
    1. the Work is the Author’s original work;
    2. the Author has not transferred, and will not transfer, exclusive rights in the Work to any third party;
    3. the Work is not pending review or under consideration by another publisher;
    4. the Work has not previously been published;
    5. the Work contains no misrepresentation or infringement of the Work or property of other authors or third parties; and
    6. the Work contains no libel, invasion of privacy, or other unlawful matter.
  8. The Author agrees to indemnify and hold Publisher harmless from Author’s breach of the representations and warranties contained in Paragraph 6 above, as well as any claim or proceeding relating to Publisher’s use and publication of any content contained in the Work, including third-party content.

Revised 7/16/2018. Revision Description: Removed outdated link.