Marketing strategy based on new trends for university libraries

Abstract

This article deals with the new trends in service marketing applied to university libraries. The main objective is to propose a marketing strategy based on new marketing trends for División de Bibliotecas Universidad Nacional de Colombia Sede Medellin, directed to the segment of users conformed by teachers and researchers.In order to achieve the objectives, the work was structured as follows: In the first part the characterization and contextualization of the División de Bibliotecas is done, focusing on the description of the services provided, especially those directed to teachers and researchers. Next, a theoretical framework was elaborated on conceptualizations related to the university library, the main tendencies of the marketing services in the world. For this purpose, in the metodology, it was searched in scientific databases, web portals of universities, institutional repositories and other sources of information. Variables were identified for the elaboration of a marketing strategy and a proposal of marketing strategy is presented, which seeks to contribute to the improvement in the dissemination of the services of said institution.Finally, the conclusions are presented, where it is emphasized that currently the application of marketing strategies based on new trends, is still little used in academic libraries. However, it is recommended to promote the interaction, through digital means and other communication alternatives, with the users, to know their information needs and to define marketing strategies.