Marketing de relacionamento em unidades de informação: a percepção dos gestores das bibliotecas centrais das Instituições Estaduais de Ensino Superior do Parana

摘要

The present investigation to inform the applicability of the fhilosophy of marketingof relationship and infrastructure Customer Relationship Management (CRM) intounits of information. Aimed to object principal analyze whether the managers whework in libraries central university paranaense of education public to know and toutilize the technics of marketing of relationship, and of form the apply. To the and, itwas used questionnaire structured with questions about – quality, divided into twoparts: a) Characterization professional of subjects of research and contact with thediscipline of marketing during the life academic; b) The perception that managershave on the marketing in unitys of information, as well as theirs knowledge aboutthe marketing of relationship and its applicability in libraries university. The resultsrevealed that the managers most of them are graduated in Librarianship and thelittle contact with the marketing theme applied in unitys of information. It wasobserved that the managers again to relat the affair marketing with the promotin,whit is the only form the marketing in libraries university. Regarding the filosophy ofmarketing of relationship, 50% of managers to research to stand attention the newtypes of marketing apply in unitys of information have as a vision proactive to theneeds informational of the customers. The results showed that the marketing ofrelationship not is entirely embraced by the lack of infrastructure of CRM, but 50%of managers apply partly technical of relationship, where we can identify some ofthe pillars of marketing of relationship, with correspond to the actions of identify thecustomers, interact with the, distinguish it the customizing and products andservices. This research presents as a recommendation to courses update in thearea of marketing that can be to realize by managers to monitor advancestechnological in the society of information, in order to maximize the contact withcustomers and the institutions, applying the techniques of marketing of relationshipand CRM for provision of the news products and services.