El plan de mercadeo de productos y servicios en archivos universitarios: aplicabilidad y necesidad

Within the complex dynamics of university management, archiving departments are responsible for promoting the best use of the documentary material by users that require it, which should be accomplished by implementing the most suitable and effectual proven mechanisms. The purpose of this study was to determine the applicability of a products and services marketing plan on archiving units working in the academic context. For such purpose, the methodology applied was based on the analysis of different approaches and key categories linked to the subject, such as: marketing strategies, market mix and plan typology / promotional programs, trying to envision specific applications to archives. The findings show that, from a theoretical perspective, there are criteria and strategies that encourage the use of this tool to study, attract and keep users, improve the presentation of products and increase information offer. In conclusion, a marketing plan may be perfectly suitable for archives of any nature, but especially valid for those working in the university context, because their users’ characteristics require diverse and permanent means to fulfill their academic and administrative needs.