El profesional de la información como gestor de mercadotecnia: aproximación a un importante rol

This research seeks to determine the competency requirements for the information professionals in Cuba that allow them to make marketing management. Theoretical issues are boarded such as: the basic functions of marketing and its informational dimension, particularities of the marketing manager's job, and the competencies that Study Plan D provides for graduates from Information Sciences. Classic documentary analysis is used as a research method. There are compared knowledge and skills gained in the academic area with the realities of marketing manager, from the application of an interview with a total of ten graduates that operate in this area. Results demonstrate how information professionals apply informational methods, approaches and techniques to respond to each of the marketing activities they perform