Marketing and internal marketing in the Central Library of UFPB: support for an action in the User Services Division

Abstract

This is a review of services carried out by sections of the User Service Division (DSU) of Central Library of Federal University of Paraíba, in order to get some assistance for marketing and internal marketing. Presents theoretical background in classical and modern authors, on Marketing and Internal Marketing, in addition to rescue the history of the Library in focus and its operation. It was used a methodology of exploratory character, with a quantitative and qualitative approach. Data were collected through questionnaires applied to internal and external customers. Overall, it was discovered the high level of inconsistency of clienteles, as to (mis) understanding the DSU services, the lack of agreement by internal users on the mission of the institution, the neglect of it with the environment, and lack of knowledge of external customers regarding the DSU services. The results showed that the institution requires internal marketing and marketing activities, and attention to the precepts of preservation and conservation, including services to sanitize the environment. The results, finally, show a reality that contribute to the promotion and awareness of services in order to collaborate for a good performance as well as to support future actions that managers should adopt in the Central Library