Estratégias de marketing na biblioteca escolar brasileira: um estudo bibliométrico na BRAPCI

Abstract

The general aim of this study is to analyze scientific production on marketing in libraries, with an emphasis on school libraries, using the Information Science Database (BRAPCI). The research adopts a bibliometric approach, which is characterized by quantitatively analyzing the frequency of publications and citations, as well as qualitatively identifying the marketing strategies reported. Data collection covers the period from 2015 to 2025, covering publications related to marketing in school libraries. The data was organized to facilitate tabulation and categorization, considering aspects such as titles, authors, citations and marketing strategies mentioned. The results indicate a consistent growth in scientific production on information marketing, highlighting the concentration in national journals and events. The main marketing strategies adopted include campaigns aimed at young audiences, highlighting the modernization of marketing practices in libraries. The final considerations highlight the relevance of marketing in libraries to engage students and promote services effectively. The study not only confirms the hypothesis of an increase in research on the subject but also exposes the complexity and dynamism of marketing in contemporary libraries. The analysis enables a deeper insight into practices and strategies, contributing to enhancing the role of libraries and strengthening communication with the public.