Marketing applied to University Libraries

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Addresses the issue of marketing applied to university libraries. It argues that in the current context, the 21st century, marketing is a tool that generates advantages for any organization, since it is a management philosophy that creates and adds value to the procedures adopted in them. In this sense, the research in question aims to carry out an analysis of the marketing applied to university libraries and specifically aims to conceptualize marketing by making a historical rescue to the present day; define university libraries in the present context; and verify the value of marketing through the use of its practices applied to university libraries demonstrating how it can be applied.