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Advisor(s)
Abstract(s)
O presente estudo aborda o conceito de marketing relacional e tem como objetivo avaliar os seus contributos em contexto de bibliotecas universitárias. Para o efeito, realizou-se uma revisão da literatura, com base na produção científica, publicada entre 2000 e 2020, em bases de dados como B-on, Google Scholar, Business Source Complete (EBSCOhost), Scielo, Academia.edu e ainda ResearchGate. As palavras-chave utilizadas foram “marketing relacional”, “marketing de relacionamento”, “relationship marketing”, “biblioteca universitária”, “biblioteca académica”, “university library” e “academic library”. A investigação conduzida neste domínio põe em realce a importância desta nova vertente do marketing que, quando integrada nos princípios de gestão interna destas estruturas, influi no comportamento dos leitores, gera satisfação e contribui para a sua fidelização.
The present study addresses the concept of relationship marketing and aims to evaluate its contributions in the context of university libraries. For this purpose, a literature review was carried out, based on scientific production, published between 2000 and 2020, in databases such as B-on, Google Scholar, Business Source Complete (EBSCOhost), Scielo, Academia.edu and ResearchGate. The keywords used were “marketing relacional”, “marketing de relacionamento”, “relationship marketing”, “biblioteca universitária”, “biblioteca académica”, “university library” and “academic library”. The research carried out in this domain highlights the importance of this new aspect of marketing which, when integrated into the principles of internal management of these structures, influences the behavior of readers, generates satisfaction and contributes to their loyalty.
The present study addresses the concept of relationship marketing and aims to evaluate its contributions in the context of university libraries. For this purpose, a literature review was carried out, based on scientific production, published between 2000 and 2020, in databases such as B-on, Google Scholar, Business Source Complete (EBSCOhost), Scielo, Academia.edu and ResearchGate. The keywords used were “marketing relacional”, “marketing de relacionamento”, “relationship marketing”, “biblioteca universitária”, “biblioteca académica”, “university library” and “academic library”. The research carried out in this domain highlights the importance of this new aspect of marketing which, when integrated into the principles of internal management of these structures, influences the behavior of readers, generates satisfaction and contributes to their loyalty.
Description
Keywords
Marketing relacional Comunicação CRM Bibliotecas universitárias Relationship marketing Communication Academic libraries