ESTRATEGIA DE COMUNICACIÓN PARA LA BIBLIOTECA CENTRAL DR. ALEJANDRO MUÑOZ DÁVILA DE LA UNIVERSIDAD TÉCNICA DE MANABÍ

Abstract

The aim of this paper is to propose a communication strategy for the Central Library Dr. Alejandro Muñoz Davila at the Technical University of Manabi, it considered the promotion of its document services and marketing efforts. In conducting the research, descriptive, a literature review was conducted using the method of document analysis to draw on the international expertise; also the historical and logical methods in synthetic scaffold and analytical shown in the exhibition of dating and criteria of the authors from the corresponding analyzes were taken into account. Open group interview in which participated the total library workers totaling 14 between technical, managerial and service staff was used. Individual interviews to users who visit the library more, purposive sample of 50 students for 14 college careers were applied. The results indicate the need to carry out marketing strategies from the deals that are offered, not only printed or electronic documentary background, but the training to access information online; It is suggested as a starting point to create a web page for the library that is constantly updated and provide information on new documentary racing and other interest to the academic community. Conclusions emphasize that the projection of the library requires good communication strategy that shows its potential as an institution within the academy that supports the substantive processes university manifest.