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Advisor(s)
Abstract(s)
O presente projeto de investigação tem como intuito estabelecer orientações estratégicas para a elaboração de um Plano de Marketing numa Organização sem fins lucrativos, mais concretamente nas Bibliotecas Públicas. A Biblioteca Pública Municipal de Lamego foi o espaço selecionado para o efeito. Neste sentido, foi realizado um estudo através da aplicação de um inquérito que permitiu perceber a satisfação dos utilizadores no que concerne aos serviços prestados pela Biblioteca Pública Municipal de Lamego. Tendo em conta os resultados provenientes da análise, elencaram-se algumas orientações estratégicas para a elaboração de um Plano de Marketing para a Biblioteca Pública Municipal de Lamego.
Abstract This research project is meant to provide strategic guidelines for the establishment of a Marketing Plan in a non-profit organisation, more specifically in Public Libraries. The Municipal Public Library of Lamego was the space selected for this purpose. In this regard a study was undertaken by applying a survey which allowed us understand the user satisfaction regarding the services provided by the Municipal Public Library of Lamego. Taking into account the results from the analysis, there are listed some strategic guidelines for the development of a Marketing Plan for the Municipal Public Library of Lamego.
Abstract This research project is meant to provide strategic guidelines for the establishment of a Marketing Plan in a non-profit organisation, more specifically in Public Libraries. The Municipal Public Library of Lamego was the space selected for this purpose. In this regard a study was undertaken by applying a survey which allowed us understand the user satisfaction regarding the services provided by the Municipal Public Library of Lamego. Taking into account the results from the analysis, there are listed some strategic guidelines for the development of a Marketing Plan for the Municipal Public Library of Lamego.
Description
Keywords
Marketing Satisfação dos Utilizadores Organizações sem Fins Lucrativos Bibliotecas Orientações estratégicas para a elaboração de um Plano de Marketing Libraries User Satisfaction Non-profit Organizations Marketing Plan Marketing