Promoción de los servicios de la biblioteca : un enfoque desde el marketing no convencional

The promotion of the libraries products and services is the best way to increase their use and utility. In this sense, a Point of Purchase Adverstising(POP)is an effective and appropriated technique in library context. This paper review different aspect of it. Also it offers a critical approach of the marketing situation in libraries

Universidades y promoción de la cultura científica: propuesta de indicadores para un análisis de las actividades de divulgación desde las Unidades de Cultura Científica e Innovación

Objective. It was designed and developed an indicators system to analyze and monitor the departments responsible for the dissemination of science and technology from the Spanish universities, the so-called Scientific Culture and Innovation Units (UCC+i), in terms of public engagement activities. Design/Methodology/Approach. Since this work has been a theoretical-methodological approach, the research was documentary and descriptive. Results/Discussion. An indicators system was presented to evaluate essential characteristics of the UCC+i, their activity in terms of public engagement initiatives and the promotion of these actions from their web pages in order to achieve a comprehensive perspective. Conclusions. The systematic application of these assessment and monitoring tools to the structures will provide consistent and regular data. That will facilitate the proposal of appropriated measures to its reality. Originality/Value. These indicators have been specifically developed for the UCC+i, which does not exclude the possibility of adaptation to other systems, and its approach allows a non-limited interpretation to a quantitative study but a broader assessment

Research promotion and digital identity: the case of the Universidade da Coruña

[Resumen] Se presentan los resultados de un estudio sobre la situación de la identidad digital en la comunidad investigadora de la Universidade da Coruña (UDC) Se toma como universo los docentes que figuran en el catálogo de investigación de la universidad y se examina su presencia en Orcid, ResearcherID, Scopus Author, Google Scholar Citations, ResearchGate y Mendeley. Los resultados reflejan que los niveles deben ser mejorados pero, en comparación con la bibliografía consultada, pueden valorarse como positivos. Se reflexiona sobre el papel que deben asumir los investigadores, la biblioteca universitaria y la institución.[Abstract] The results of a study on the situation of digital identity of the research community of the University of A Coruña are presented. The universe has been established with the faculty members listed in the university’s research catalog, and their presence in Orcid, ResearcherID, Scopus Author, Google Scholar Citations, ResearchGate and Mendeley was examined. The results show that the presence should be increased, but compared with others found in the literature, it can be assessed as positive. The role that researchers, the university library and the university must assume in this issue is suggested

Sci-Hub, a challenge for academic and research libraries

Sci-Hub emerged into the field of scientific communication in 2011 as a platform for free access to scientific papers. It is the most popular of the so-called shadow libraries, systems that overcome the limits of legal access to scientific publications, standing apart from the open access movement. Besides from the media coverage that has served to boost its popularity, several studies reveal the impact of Sci-Hub among researchers, who have embraced this initiative. Sci-Hub has revealed new forms of access to scientific information, affecting academic and research libraries that cannot remain on the sidelines. This study addresses the Sci-Hub phenomenon and its implications for academic and research libraries from different points of view, through a bibliographic review and an analysis of examples of action

Promoción de los servicios de la biblioteca : un enfoque desde el marketing no convencional

The promotion of the libraries products and services is the best way to increase their use and utility. In this sense, a Point of Purchase Adverstising(POP)is an effective and appropriated technique in library context. This paper review different aspect of it. Also it offers a critical approach of the marketing situation in libraries

Marketing mix de servicios de información: valor e importancia de la P de producto

Paper focus on the importance of the first element of the marketing mix, the product. It is highlighter it role in marketing management as a key factor. All marketing strategies and methods attempt to create a product. Essentially marketing of formation services intended to create useful and beneficial services for its users. In the paper are described and analyzed various items involved in conceptualizing and structuring of information services, including the definition of services, the classification, servuction, brand management and innovation. Also paper reflects on the adaptation of its four Ps to context of information services.Se resalta la importancia del primer elemento que forma parte del marketing mix, el producto. Su papel en la gestión del marketing es fundamental en tanto es el resultado fundamental de las diversas estrategias y métodos empleados. En esencia el marketing de la información tiene como fin crear servicios y productos útiles y beneficiosos para sus usuarios. Se describen y analizan diversos aspectos que intervienen en la conceptualización y estructuración de la oferta de servicios de información. Entre ellos, la definición del concepto de servicios, la clasificación de servicios, servucción, gestión de la marca e innovación. Se analiza el marco operativo en el que inserta esta P de producto, esto es, el marketing mix y se reflexiona sobre la adaptación de sus cuatro elementos al contexto de los servicios de información