OS 4Ps DO COMPOSTO DE MARKETING NA LITERATURA DE CIÊNCIA DA INFORMAÇÃO
Palavras-chave:
composto de marketing, marketing mix, composto mercadológico, unidades de informaçãoResumo
Analisa 60 documentos sobre os 4Ps do composto de marketing em unidades de informação da literatura de Ciência da Informação no período de 1975 a 1995, para conhecer quantos e quais autores escreveram sobre o tema, qual o pioneiro, quem foi o pioneiro a propor adição de Ps. Apresenta a cronologia dos documentos estudados e discute 4Ps do composto de marketing. Propõe a adoção da mais completa proposta analisada como forma de garantir o futuro das unidades de informação.
Downloads
Referências
AMARAL, Sueli Angelica do. Marketing adoption in Brazilian Geoscience and Mineral Technology libraries: a study of library managers' opinions. Infomediary, v. 5, n. 2/3, p. 95-104, 1991.
ARNOLD, Stephen E. Marketing eletronic information: theory, practice and challenges. Annual Review of Information Science and Technology, v. 25, p. 87-4, 1990.
BELL, 10 Ann. Marketing reference services: translating selected concepts into action for a specific practice setting. In: WOOD, M. Sandra, ed. Cost analysis, cost recovery, marketing, and fee-based services: a guide for the Healthy Science librarian. New York: The Haworth Press, 1985. p. 127-142.
BELLARDO, Trudi; WALDHART, Thomas J. Marketing productsandservices. Libri, v. 27, n. 3, p. 181-194, Mar.
BOOTH, Jennifer. Marketing public library services: the gap between theory and reality. Library Management, v. 14, n. I, p. 9-23, 1993.
BORDEN, N. h, The concept of the marketing mix. In: SCHWARTZ, G. Science in marketing. Wiley,
Chichester, 1965. p. 386-397.
CHAR, Lim Kim. Library marketing and its application to public libraries. Singapore Libraies, v. 18, p. 19-33, 1988.
COLLINS, Michel F.; GLYPTIS, Susan A. Marketing public leisure services in the UK. Library Management, v. 13, n. 4, p.33-42,1992.
CONDOUS, CrystaI. Non-profit marketing- libraries' future? Aslib Proceedings, v.35, n.IO, pA07-417, Oct.1983.
COOPER, Sue. Marketing strategies for growth in special libraries I. New Zealand Libraries, v. 46, n.9, p.16-19,
Mar., 199I.
CRONIN, Blaise. Improving your I.Q. innovation quotient. Information and Libray Manager, v.5, n.3, p.25-32, Dec.1985.
CRONIN, Blaise.lnformation services marketing, v. 53, n.3, p.115-119, Sept. 1985.
CRONIN, Blaise. The marketing of public library services in the UK; practical applications. The European Journal of Marketing, v.18, n.2, pA5-55, Oct.1984.
DALTON, Gwenda M.E. Marketing communication: a means to achieve a positive professional i.mage.South African Journal ofLibrary and Information Science, v.57, n.2, p.184-190,1989.
DEAN, Sharon. Part I: definitions. In: DEAN, Sharon. Winning marketing techniques: an introduction to
marketing for information professionals, a seIf study programo Washington: Special Libraries Association,1990. p.7-23.
DIJKSTRA, Jan Willem. Factors in setting prices ofjournals. Collection Management, v.15, n. 3 14, p.533-540,1992.
DIMICK, Barbara. Marketing youth services. Library Trends, vA3, n.3, pA63-477, Winter 1995.
DRAGON, Andrea C. Marketing the library. Wilson Library Bulletin, v.53, n.7, pA98-502, Mar. 1979.
EDlNGER, Joyce A. Marketing library services: strategy for survivaI. College & Research Library, vAI. nA,
p.328-332, July 1980.
EISNER, Joe. The marketing budget: how much is enough? The Bottom Line, vA, n.2, p.33-34, Summer 1990.
EISNER, Joseph. The fallacy of applying traditional market pricing theory to tax-supported public libraries. In:
WEINGAND, Darlene E., ed. Marketing for libraries and information agencies. Nonwood, New Jersey: Ablex
Publishing Corporation, I984. p.29-33.
FREEMAN, Joan K.; O'CONNELL, Kathie A. The marketing of biomedical information service at the University of Minnesota: creative error correction. In: WOOD, M. Sandra, ed. Cost analysis, cost recovery,
marketing, and fee-based services: a guide for the Healthy Science librarian. New York: The Haworth
Press,1985. p.159-17 I.
FREEMAN,James E.; KATZ, Ruth M.lnformation marketing. Annual Review ofInformation Science and Technology, v.13, p.37-59,1978.
FRUITHOLF, A. C. Marketing in public library services in Belgium. Mousaion, vA, n.l, p.38-64,1986.
GALLACHER, Margaret. Marketing techniques applied t the development and presentation of a seminar programme. In: WOOLS, Blanche, ed. Continuing professional education: an IFLA Guidebook. A publication of the Continuing Professional Education Round Table (CPERT) of the International Federation of Library Associations and Institutions. Munchen: K.G.Saur, 1991. (IFLA Publications, 55) p.58-60.
GALVIN, Carol K.; KEISER, Barbie E. A market-driven approach for the library/information center. FID News
Bulletin, vA4, n.I, p. 5-11, Jan.1994.
KEISER, Barbie E.; GALVIN, Carol K. The marketing mix. In: KEISER, Barbie E., GALVIN, Carol K. Marketing
library services: a nuts-and-bolts approach. 4th ed. The Hague: FID, 1995. (FID Occasional Paper, n.9). pA9-68.
KINNELL, Margaret. Marketing first, promotion later: a review. OutIook on Research Libraries, p.3-6,
Nov.1990.
KINNELL, Margaret; MACDOUGALL, Jennifer. Libraries and leisure services marketing: rhetoric and reality.
Public Library Joumal, v.7, n.4, p.93-97, Julyl Aug.1992.
KOTLER, Philip. Administração de marketing: análise, planejamento, implementação e controle. 5~ed. São Paulo: Atlas,1998. 725p.
KOTLER, Phillip; LEVY, S. J. Broadening the concept of marketing. Joumal ofMarketing, v.33, n.I, p.10-15,
Jan.1969.
LEISNER, Tony. Mission statements and the marketing mix. Public Libraries, v.25, p.86-87, Fali 1986.
LETT, Brenda. Training for marketing and public relations in libraries. In: PRYTHERCH, Roy, ed. Handbook of
library training practice. Gower, 1990. pA9-7 I.
LINDQUlST, Mats G. The marketing of information services. FID News Bulletin, vA3, n.11/12, p.267-269, Nov./
Dec.1993.
McCARTHY, E. Jerome. Basic marketing: a manageriaI approach. 6th ed. Richard D. Irwin, Homewood, 1978.
McCARTHY, Grace. Promoting the in-house library. Aslib Proceedings, v. 44, n. 7/8, p.289-293, Julyl Aug.1992.
MATHEWS, Anne J. The use 01' marketing principies in library planning. In: WEINGAND, Darlene E., cd.
Marketing for libraries and information agencies. Nonwood, New Jersey: Ablex Publishing Corporation, 1984. p.3-14.
MONTOURI, Charles F. Marketing and public librarics: the commitment. North Carolina Libraries, vA6, n.3,
p. 148-150,152-153, Fali 1988.
MORGAN, Phillip; NOBLE, Sue. Marketing library and information services in the '90s. The Australian Library
Joumal, vAI, nA, p.283-292, Nov.1992.
MOULTON, Bethe. Marketing and library cooperatives. Wilson Library BulIetin, v.55, n.5, p.347-352, Jan. I98 I.
NORMAN, O. Genc. Marketing library and information services: an annotated guidc to recent trends and
developments. Reference Services Review, v. 17, n. I, pA3-64, Spring 1989.
POWERS, Janet E. Marketing in the special library environment. Library Trends, vA3, n.3, pA78-493,
Winter 1995.
ROWLEY, Jennifer. Marketing information systems. Aslib Proceedings, vA6, n.7/8, p. I85- I87, July/Aug.1994.
SCHUL TZ, Don E.; TANNENBAUM, Stanley 1.; LAUTERBORN, Robert F. O novo paradigma do marketing: como obter resultados mensuráveis através do uso do database e das comunicações integradas do
marketing. São Paulo: Makron Books, I994.
SILVEIRA, Amélia. Marketing directo; proposición de modelo para los servicios de información. Florianópolis:
Biblioteca Universitária da UFSC,1992.
SIMPOCK-VIEWEG, Kathy. How to develop a marketing plan for a firm library. Law Library Joumal, v.84, n.l,
p.67 -91, Winter 1992.
SIMPSON, Thomas. The marketing challenge in public library. In: WEINGAND, Darlene E., ed. Marketing for
libraries and information agencies. Nonwood, New Jersey: Ablex Publishing Corporation, 1984. p.2 I-28.
SMITH, Gareth; SAKER, Jim. Developing marketing strategy in the not-for-profit sector. Library Management, v.13, nA, p.6-21, 1992.
STRAUSS, Diane. Markcting fundamentais for librarians. North Carolina Libraries, vA6, n.3, p. I32-135, Fali
TUCCI, Valerie K. Information marketing for libraries. Annual review ofInformation Science and Technology,
v.23, p.59-82,1988.
VIRGO, Julie A. C. A marketing approach to identifying library services. In: MARKETING public library
services: new strategies. Proceedings of Public Library Association Frontiers Conference. Madison, WI, 1984.
Compiled by Darlene E. Weingand. Madison: American Library Association, 1984. p.17-27.
VIRGO, Julie A. C. The marketing audit in the public library. In: MARKETING public library services; new
strategies. Proceedings of Public Library Association Frontiers Conference. Madison, WI, 1984. Compiled by
Darlene E. Weingand. Madison: American Library Association, 1984. p.33-45.
WALTERS, Suzanne. Marketing strategies. In: WALTERS, Suzanne. Marketing: a how-to-do-it manual for
librarians. New York: Neal-Schuman Publishers, Inc., 1992. p.37-49.
WARNKEN, Paula. Design and promoting the "right" BI program: a holistic approach. In: KIRKENDALL, Carolyn A., ed. Marketing instructional services: applying priva te sector techniques to plan and promote
bibliographic instructions. Papers presented at the 13th Library Instruction Conference held at Eastern Michigan University, May 3-4, I984. Ann Arbor: Pierian Press, 1986. p.55-63.
WEBBER Sheila Anne Elizabeth. Pricing and marketing online information services. Annual Review of
Information Science and Technology, v.33, p.39-83, 1998.
WEINGAND, Darlene E. The application. In: WEINGAND, Darlene E., ed. Marketing for libraries and information agencies. Nonwood, New Jersey: Ablex publishing Corporation,1984. p.99.
WEINGAND, Darlene E. Distribution ofthe library's product: the need for innovation. Journal of Library
Administration, vA, nA, pA9-57, Winter 1983.
WEINGAND, Darlene E. Marketing and financial management keys to fiscal accountability in the public
library. In: KEEPING the books. Fort Atkinson: Highsmith Press, I992. p.307-3 I6.
WEINGAND, Darlene E. Marketing continuing professional education. In: WOOLS, Blanche, ed. Continuing
professional education: an IFLA Guidebook. A publication of the Continuing Professional Education
Round Table (CPERT) ofthe International Federation 01' Library Associations and Institutions. Munchen
K.G.Saur, 1991. (IFLA Publications, 55) p.52-57.
WEINGAND, Darlene E. Marketing: its relationship to the planning processo In: MARKETING public library
services; new strategies. Proceedings 01'Public Library Association Frontiers Conference. Madison, WI, 1984.
Compiled by Darlene E. Weingand. Madison: American Library Association, 1984. p.28-30.
WEINGAND, Darlene E. Marketing: phase two. In: WEINGAND, Darlene E. Managing today's public
library: blueprints for change. Englewood: Libraries Unlimited, Inc., 1994. p.132-148.
WEINGAND, Darlene E. Marketing with a smile. In: WEINGAND, Darlene E. Marketing /Planning library
and information services. Littleton: Libraries Unlimited, Inc.,1987. p.3-10.
WEINGAND, Darlene E. Preparing for the new millenium: the case for using marketing strategies. Library Trends, vA3, n.3, p.295-317, Winter 1995.
WEINSTOCK, M. Marketing science and technical information service. In: ENCYCLOPEDIA ofLibrary
and Information Science. New York: MareeI Dekker,1976. v.17, p.165-176.
WOOD. Douglas. Improving your image: how to promote a library or information Service. Aslib Proceedings, v.36, n.IO, pAOI-408, Oct.l984.
WOOD, Elizabeth J. Marketing for libraries: an introduction and overview. In: KIRKENDALL, Carolyn A. ed.
Marketing instructional services: applying private sector techniques to plan and promote bibliographic instructions. Papers presented at the 13th Library Instruction Conference held at Eastern Michigan University. May 3-4,1984. Ann Arbor: Pierian Press, 1986, p.I-25.
WRIGHT, J.; NICHOLSON, F.. Marketing for libraries. In: ROCHESTER, M. K.; NICHOLSON, F.. ed. Challenges
in Australian library management. Adelaide: Auslib Press, 1990. p.88-10I.
YATES-MERCER, Penelope A.; STEWARD, Yvonne F. The marketing of internal business information
services. Journal of Information Science, v.17, nA, p.221-233, 199I.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2022 Transinformação
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
