Creating value for users of university libraries: brazilian view

Throughout this chapter, we will seek to understand fundamental aspects of the application of marketing techniques as a philosophy of administrative action in an information units, as the information has an exchange value, is a benefit, with actual cost, which is useful and should be viewed as a production input. It is conceptualized and exposes a historical evolution of marketing in information units, in a scenario of increasing technological advances, which the management vision of managers requires adapting to changes and innovations in marketing. It discusses the impact factor of Web technologies as a marketing tool for information units. It presents a case study of strategic marketing of the Library of Federal University of Lavras - Minas Gerais