Conhecimento e prática do marketing estratégico: estudo com os gestores das bibliotecas centrais federais da região sul do Brasil

The study demonstrates the applicability of strategic marketing done in units of information. Your goal is to uncover the knowledge and practice of strategic planning methodology before marketing managers central university libraries in the southern region of Brazil, which were composed by the Federal Universities of Paraná, Santa Catarina and Rio Grande do Sul Strategic marketing contributes for effective management and creative drive of information assisting in the production of new products and information services as well as leverage a new form of management aimed at achieving results that satisfy the needs and expectations of users or customers informational unit informational. Consist of steps: introduction, a theoretical framework that seeks to clarify the initial stages of the study and implementation of strategic marketing at the university library, and outlines the managerial skills of librarians creative managers. The research reflects a descriptive exploratory study that examines quantitative and qualitative issues, explaining the training of managers of central libraries of the universities surveyed. The quantitative results revealed that managers began their studies in the field of Information Science and have more than five years of operations management. Regarding the qualitative results, expressed that managers do not use the methodology of strategic marketing in information units, and still confuse marketing and promotion. It is concluded that the university library managers need research on marketing information, and more creativity to the implementation of strategic marketing planning in information units