Marketing planning and trends for libraries

Abstract

Presents reflections on the concept of marketing from the perspective of its planning and the list of trends and strategies for its application. It is na essay text built from a literature review on Management, more specifically from the classic literature on the subject, as well as a descriptive presentation of the concepts. Nine steps for library marketing planning are presented and detailed, namely: library diagnosis, environmental analysis, competition analysis, targeting, definition of marketing objectives, use and assignment of metrics, identification of strategies, budget, and preparation of marketing plan. Among the trends and marketing strategies, it is known that many are based on the use of information and communication technologies, therefore, the intention was not to presente an exhaustive list of them, but to point out some possibilities that can be aligned with the reality of libraries. Unfortunately, in Brazilian Library Science, over tem years of research on the subject, it is possible to see a conflicting relationship, in the theoretical sense, in the understanding of what marketing is. This impacts on plans that are deficiente and that cannot sustain for a longer period actions and channel used for promotion purposes, such as social media. Finally, it is pointed out that a closer look is necessary, seeking to understand marketing from a systemic perspective and as a process that depends on different actors, initiatives and tasks for its success.