Propuesta de marketing de promoción y difusión de los servicios y recursos de información del Centro de Documentación Regional “Juan Bautista Vázquez” de la Universidad de Cuenca

Abstract

The proposal of a marketing plan for the Regional Documentation Center Juan Bautista Vázquez, was carried out through the study and design of library marketing strategies which goal is to have an approach to the actual and potential users of the university community and society in general. The purpose of this study is to contribute with the development of the promotion and dissemination of the services and the information and technological resources which the library possesses and offers for free.

The research of the proposed topics is based on the essential elements of library marketing such as: product, price, place, and promotion; as well as, the study and research of markets, the segmentation to which the offering of products and services of the library is addressed to, and the methodological and profitable proposal.

On the other hand, a diagnosis of the use of services and resources of the library by the actual users who attend to the library looking for information was carried out by using the survey and observation methods. Moreover, there were some factors which were analyzed. Among them it can be mentioned the promotion and dissemination that has been done, the population or segmentation of the university community, the SWOT study, the necessary tools to get an approach to the user/ client, and the development of the proposal for the promotion and dissemination for signaling the Documentation Center.