Os 4Ps do composto de marketing na literatura de Ciência da Informação

Amaral, Sueli Angelica Do

Resumos

Analisa 60 documentos sobre os 4Ps do composto de marketing em unidades de informação da literatura de Ciência dei 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 as 4Ps do composto de marketing. Propõe a adoção da mais completa proposta analisada como forma de garantir o futuro das unidades de informação.

composto de marketing; marketing inix; composto mercadológico; unidades de informação

The paper analyzes 60 documents about the 4Ps of marketing mix in libraries in Information Science literature from 1975 to 1995, in order to know the writers and how many have written about the topic. It also asks such questions as: Who was the pioneer? Who was the pioneer to add Ps? It shows a chronology of the reviewed documents and it comments on the 4Ps, and suggests the adoption of the most completed addition proposal presented in order to guarantee library future.

marketing mix; information agencies

AMARAL, Sueli Angelica do. Marketing adoption in Brazilian Geoscience and Mineral Technology libraries: a study of library managers' opinions. Infomcdiary, 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, Jo 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 products and services. Libri, v. 27, n. 3, p. 181-194, Mar. 1977.
BOOTH, Jennifer. Marketing public library services: the gap between theory and reality. Library Management, v. 14, n. 1, 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, Crystal. Non-profit marketing- libraries' future? Aslib Proceedings, v.35, n.10, p.407-417, Oct.1983.
COOPER, Sue. Marketing strategies for growth in special libraries I. New Zealand Libraries, v. 46, n.9, p. 16-19, Mar., 1991.
CRONIN, Blaise. Improving your I.Q. innovation quotient. Information and Libray Manager, v.5, n.3, p.25-32, Dec. 1985.
CRONIN, Blaise. Information 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, p.45-55, Oct. 1984.
DALTON, G wenda M. E. Marketing communication: a means to achieve a positive professional image. South African Journal of Library 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 self study program Washington: Special Libraries Association, 1990. p.7-23.
DIJKSTRA, Jan Willem. Factors in setting prices of journals. Collection Management, v. 15, n. 314, p.533-540,1992.
DIMICK, Barbara. Marketing youth services. Library Trends, v.43, n.3, p.463-477. Winter 1995.
DRAGON, Andrea C. Marketing the library. Wilson Library Bulletin, v.53, n.7, p.498-502, Mar.1979.
EDINGER, Joyce A. Marketing library services: strategy for survival. College & Research Library, v.41. n.4, p.328-332, July 1980.
EISNER, Joe. The marketing budget: how much is enough? The Bottom Line, v.4, 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, 1984. p.29-33.
FREEMAN, Joan K.; O'CONNELL, Kalhie 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.159-171.
FREEMAN, James E.: KATZ, Ruth M. Information marketing. Annual Review of Information Science and Technology, v.13, p.37-59,1978.
FRUITHOLF, A. C. Marketing in public library services in Belgium. Mousaion, v.4, n.1, p.38-64,1986.
GALLACHER, Margaret. Marketing techniques applied to 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. München: 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, v.44, n.1, 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). p.49-68.
KINNELL, Margaret. Marketing first, promotion later: a review. Outlook on Research Libraries, p.3-6, Nov. 1990.
KINNELL, Margaret; MACDOUGALL, Jennifer. Libraries and leisure services marketing: rhetoric and reality. Public Library Journal, v.7, n.4, p.93-97, July/ Aug. 1992.
KOTLER, Philip. Administração de marketing: análise, planejamento, implementação e controle. 5^a ed. São Paulo: Atlas, 1998. 725p.
KOTLER, Phillip; LEVY, S. J. Broadening the concept of marketing. Journal of Marketing, v.33, n. 1, p. 10-15, Jan. 1969.
LEISNER, Tony. Mission statements and the marketing mix. Public Libraries, v.25, p.86-87. Fall 1986.
LETT, Brenda. Training for marketing and public relations in libraries. In: PRYTHERCH, Roy, ed. Handbook of library training practice Gower, 1990. p.49-71.
LINDQUIST, Mats G. The marketing of information services. FID News Bulletin, v.43, n.1 1/12, p.267-269, Nov./ Dec. 1993.
McCARTHY, E. Jerome. Basic marketing: a managerial 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, July/Aug. 1992.
MATHEWS, Anne J. The use of marketing principles in library planning. In: WEINGAND, Darlene E., ed. Marketing for libraries and information agencies Nonwood, New Jersey: Ablex Publishing Corporation, 1984. p.3-14.
MONTOURI, Charles F. Marketing and public libraries: the commitment. North Carolina Libraries, v.46, n.3, p. 148-150,152-153, Fall 1988.
MOULTON, Bethe. Marketing and library cooperatives. Wilson Library Bulletin, v.55, n.5, p.347-352, Jan. 1981.
NORMAN, O. Gene. Marketing library and information services: an annotated guide to recent trends and developments. Reference Services Review, v.17, n.1, p.43-64, Spring 1989.
POWERS, Janet E. Marketing in the special library environment. Library Trends, v.43, n.3, p.478-493, Winter 1995.
ROWLEY, Jennifer. Marketing information systems. Aslib Proceedings, v.46, n.7/8, p. 185-187, July/Aug. 1994.
SCHULTZ, Don E.; TANNENBAUM, Stanley I.; 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, 1994.
SILVEIRA, Amélia. Marketing directo; proposición de modelo para los servicios de información. Florianópolis: Biblioteca Universitária da UFSC.I992.
SIMPOCK-VIEWEG, Kathy. How to develop a marketing plan for a firm library. Law Library Journal, v.84, n. I, 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.21-28.
SMITH, Gareth; S AKER, Jim. Developing marketing strategy in the not-for-profit sector. Library Management, v. 13, n.4, p.6-21,1992.
STRAUSS, Diane. Marketing fundamentals for librarians. North Carolina Libraries, v.46, n.3, p. 132-135, Fall 1988.
TUCCI, Valerie K. Information marketing for libraries. Annual review of Information 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.I984. Compiled by Darlene E. Weingand. Madison: American Library Association, 1984. p.33-45.
WALTERS, Su/.anne. Marketing strategics. In: WALTERS, Suzanne. Marketing: a how-to-do-it manual for librarians New York: Ncal-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 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.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 of the library's product: the need for innovation. Journal of Library Administration, v.4, n.4, p.49-57, 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,1992. p.307-316.
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) of the International Federation of Library Associations and Institutions. München K.G.Saur,l99l. (IFLA Publications, 55) p.52-57.
WEINGAND, Darlene E. Marketing: its relationship to the planning process. 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.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, v.43, n.3, p.295-317, Winter 1995.
WEINSTOCK, M. Marketing science and technical information service. In: ENCYCLOPEDIA of Library and Information Science New York: Marcel 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. 10, p.401-408, Oct. 1984.
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.1-25.
WRIGHT, J.; NICHOLSON, F.. Marketing for libraries. In: ROCHESTER, M. K.; NICHOLSON, F.. ed. Challenges in Australian library management Adelaide: Auslib Press, 1990. p.88-101.
YATES-MERCER, Penelope A.; STEWARD, Yvonne F. The marketing of internal business information services. Journal of Information Science, v.17, n.4, p.221-233,1991.

Datas de Publicação

Publicação nesta coleção
17 Out 2014
Data do Fascículo
Dez 2000

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

[1] AMARAL, Sueli Angelica do. Marketing adoption in Brazilian Geoscience and Mineral Technology libraries: a study of library managers' opinions. Infomcdiary, v. 5, n. 2/3, p. 95-104, 1991.

[2] ARNOLD, Stephen E. Marketing eletronic information: theory, practice and challenges. Annual Review of Information Science and Technology, v. 25, p. 87-4, 1990.

[3] BELL, Jo 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.

[4] BELLARDO, Trudi; WALDHART, Thomas J. Marketing products and services. Libri, v. 27, n. 3, p. 181-194, Mar. 1977.

[5] BOOTH, Jennifer. Marketing public library services: the gap between theory and reality. Library Management, v. 14, n. 1, p. 9-23, 1993.

[6] BORDEN, N. h, The concept of the marketing mix. In: SCHWARTZ, G. Science in marketing Wiley, Chichester, 1965. p. 386-397.

[7] CHAR, Lim Kim. Library marketing and its application to public libraries. Singapore Libraies, v. 18, p. 19-33, 1988.

[8] COLLINS, Michel F.; GLYPTIS, Susan A. Marketing public leisure services in the UK. Library Management, v. 13, n. 4, p.33-42,1992.

[9] CONDOUS, Crystal. Non-profit marketing- libraries' future? Aslib Proceedings, v.35, n.10, p.407-417, Oct.1983.

[10] COOPER, Sue. Marketing strategies for growth in special libraries I. New Zealand Libraries, v. 46, n.9, p. 16-19, Mar., 1991.

[11] CRONIN, Blaise. Improving your I.Q. innovation quotient. Information and Libray Manager, v.5, n.3, p.25-32, Dec. 1985.

[12] CRONIN, Blaise. Information services marketing, v. 53, n.3, p. 115-119, Sept. 1985.

[13] CRONIN, Blaise. The marketing of public library services in the UK; practical applications. The European Journal of Marketing, v.18, n.2, p.45-55, Oct. 1984.

[14] DALTON, G wenda M. E. Marketing communication: a means to achieve a positive professional image. South African Journal of Library and Information Science, v.57, n.2, p. 184-190,1989.

[15] DEAN, Sharon. Part I: definitions. In: DEAN, Sharon. Winning marketing techniques: an introduction to marketing for information professionals, a self study program Washington: Special Libraries Association, 1990. p.7-23.

[16] DIJKSTRA, Jan Willem. Factors in setting prices of journals. Collection Management, v. 15, n. 314, p.533-540,1992.

[17] DIMICK, Barbara. Marketing youth services. Library Trends, v.43, n.3, p.463-477. Winter 1995.

[18] DRAGON, Andrea C. Marketing the library. Wilson Library Bulletin, v.53, n.7, p.498-502, Mar.1979.

[19] EDINGER, Joyce A. Marketing library services: strategy for survival. College & Research Library, v.41. n.4, p.328-332, July 1980.

[20] EISNER, Joe. The marketing budget: how much is enough? The Bottom Line, v.4, n.2, p.33-34, Summer 1990.

[21] 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, 1984. p.29-33.

[22] FREEMAN, Joan K.; O'CONNELL, Kalhie 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.159-171.

[23] FREEMAN, James E.: KATZ, Ruth M. Information marketing. Annual Review of Information Science and Technology, v.13, p.37-59,1978.

[24] FRUITHOLF, A. C. Marketing in public library services in Belgium. Mousaion, v.4, n.1, p.38-64,1986.

[25] GALLACHER, Margaret. Marketing techniques applied to 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. München: K.G.Saur, 1991. (IFLA Publications, 55) p.58-60.

[26] GALVIN, Carol K.; KEISER, Barbie E. A market-driven approach for the library/information center. FID News Bulletin, v.44, n.1, p. 5-11, Jan. 1994.

[27] 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). p.49-68.

[28] KINNELL, Margaret. Marketing first, promotion later: a review. Outlook on Research Libraries, p.3-6, Nov. 1990.

[29] KINNELL, Margaret; MACDOUGALL, Jennifer. Libraries and leisure services marketing: rhetoric and reality. Public Library Journal, v.7, n.4, p.93-97, July/ Aug. 1992.

[30] KOTLER, Philip. Administração de marketing: análise, planejamento, implementação e controle. 5^a ed. São Paulo: Atlas, 1998. 725p.

[31] KOTLER, Phillip; LEVY, S. J. Broadening the concept of marketing. Journal of Marketing, v.33, n. 1, p. 10-15, Jan. 1969.

[32] LEISNER, Tony. Mission statements and the marketing mix. Public Libraries, v.25, p.86-87. Fall 1986.

[33] LETT, Brenda. Training for marketing and public relations in libraries. In: PRYTHERCH, Roy, ed. Handbook of library training practice Gower, 1990. p.49-71.

[34] LINDQUIST, Mats G. The marketing of information services. FID News Bulletin, v.43, n.1 1/12, p.267-269, Nov./ Dec. 1993.

[35] McCARTHY, E. Jerome. Basic marketing: a managerial approach. 6th ed. Richard D. Irwin, Homewood, 1978.

[36] McCARTHY, Grace. Promoting the in-house library. Aslib Proceedings, v. 44, n.7/8, p.289-293, July/Aug. 1992.

[37] MATHEWS, Anne J. The use of marketing principles in library planning. In: WEINGAND, Darlene E., ed. Marketing for libraries and information agencies Nonwood, New Jersey: Ablex Publishing Corporation, 1984. p.3-14.

[38] MONTOURI, Charles F. Marketing and public libraries: the commitment. North Carolina Libraries, v.46, n.3, p. 148-150,152-153, Fall 1988.

[40] MOULTON, Bethe. Marketing and library cooperatives. Wilson Library Bulletin, v.55, n.5, p.347-352, Jan. 1981.

[41] NORMAN, O. Gene. Marketing library and information services: an annotated guide to recent trends and developments. Reference Services Review, v.17, n.1, p.43-64, Spring 1989.

[42] POWERS, Janet E. Marketing in the special library environment. Library Trends, v.43, n.3, p.478-493, Winter 1995.

[43] ROWLEY, Jennifer. Marketing information systems. Aslib Proceedings, v.46, n.7/8, p. 185-187, July/Aug. 1994.

[44] SCHULTZ, Don E.; TANNENBAUM, Stanley I.; 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, 1994.

[45] SILVEIRA, Amélia. Marketing directo; proposición de modelo para los servicios de información. Florianópolis: Biblioteca Universitária da UFSC.I992.

[46] SIMPOCK-VIEWEG, Kathy. How to develop a marketing plan for a firm library. Law Library Journal, v.84, n. I, p.67-91, Winter 1992.

[47] 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.21-28.

[48] SMITH, Gareth; S AKER, Jim. Developing marketing strategy in the not-for-profit sector. Library Management, v. 13, n.4, p.6-21,1992.

[49] STRAUSS, Diane. Marketing fundamentals for librarians. North Carolina Libraries, v.46, n.3, p. 132-135, Fall 1988.

[50] TUCCI, Valerie K. Information marketing for libraries. Annual review of Information Science and Technology, v.23, p.59-82,1988.

[51] 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.

[52] 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.I984. Compiled by Darlene E. Weingand. Madison: American Library Association, 1984. p.33-45.

[53] WALTERS, Su/.anne. Marketing strategics. In: WALTERS, Suzanne. Marketing: a how-to-do-it manual for librarians New York: Ncal-Schuman Publishers, Inc., 1992. p.37-49.

[54] WARNKEN, Paula. Design and promoting the "right" BI program: a holistic approach. 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.55-63.

[55] WEBBER Sheila Anne Elizabeth. Pricing and marketing online information services. Annual Review of Information Science and Technology, v.33, p.39-83, 1998.

[56] 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.

[57] WEINGAND, Darlene E. Distribution of the library's product: the need for innovation. Journal of Library Administration, v.4, n.4, p.49-57, Winter 1983.

[58] WEINGAND, Darlene E. Marketing and financial management keys to fiscal accountability in the public library. In: KEEPING the books Fort Atkinson: Highsmith Press,1992. p.307-316.

[59] 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) of the International Federation of Library Associations and Institutions. München K.G.Saur,l99l. (IFLA Publications, 55) p.52-57.

[60] WEINGAND, Darlene E. Marketing: its relationship to the planning process. 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.28-30.

[61] 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.

[62] 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.

[63] WEINGAND, Darlene E. Preparing for the new millenium: the case for using marketing strategies. Library Trends, v.43, n.3, p.295-317, Winter 1995.

[64] WEINSTOCK, M. Marketing science and technical information service. In: ENCYCLOPEDIA of Library and Information Science New York: Marcel Dekker, 1976. v.17, p. 165-176.

[65] WOOD. Douglas. Improving your image: how to promote a library or information Service. Aslib Proceedings, v.36, n. 10, p.401-408, Oct. 1984.

[66] 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.1-25.

[67] WRIGHT, J.; NICHOLSON, F.. Marketing for libraries. In: ROCHESTER, M. K.; NICHOLSON, F.. ed. Challenges in Australian library management Adelaide: Auslib Press, 1990. p.88-101.

[68] YATES-MERCER, Penelope A.; STEWARD, Yvonne F. The marketing of internal business information services. Journal of Information Science, v.17, n.4, p.221-233,1991.

Brasil

Brasil

Os 4Ps do composto de marketing na literatura de Ciência da Informação

The four Ps of marketing mix in Information Science literature

Resumos

Datas de Publicação