Plan estratégico de mercadeo para la Biblioteca Conmemorativa Orton

Authors

  • Marcela Gil

Keywords:

Ciencias de la Información, Biblioteconomía, Planificación estratégica, Marketing de la información, Biblioteca Conmemorativa Orton

Abstract

Se propone un plan estratégico de mercadeo para la Biblioteca Conmemorativa Orton (IICA-CATIE). Busca básicamente la penetración del mercado meta, orientada a incrementar el uso de los servicios actuales y el desarrollo de nuevos servicios electrónicos, con el fin de satisfacer las nuevas necesidades de los clientes.

Para llevar a cabo el plan se plantean las siguientes estrategias : mercadeo orientado al cliente, promoción de servicios y fortalecimiento de relaciones públicas, aprovechamiento al máximo de los medios disponibles, principalmente los medios electrónicos.

Se realizó también un análisis financiero, que plantea una tasa de costo de capital de 15% con un VAN positivo de US $38.590.45 (proyectado a 5 años) y una Tasa interna de retorno (TIR) de 361%, mayor a la fijada por la Biblioteca.

Author Biography

Marcela Gil

Marcela Gil Calderón, nacida el 14 de Octubre de 1963, es Licenciada en Bibliotecología y Ciencias de la Información y Magíster en Administración de Negocios de la Universidad de Costa Rica en San José. Actualmente se desempeña como Subjefe en el Centro de Documentación e Información La Nación S.A. Ha trabajado también como Documentalista en la Biblioteca Conmemorativa Orton, en CATIE, en el Instituto de Fomento y Asesoría Municipal (IFAM), en el Instituto de Fomento Agroindustrial (IFAIN) y en el Centro de Documentación ILANUD.

Ha tenido experiencia docente en la Escuela de Bibliotecología y Ciencias de la Información Y Carrera de Archivística en la Universidad de Costa Rica. Ha desarrollado proyectos como el: Sistema de Información y Documentación Agrícola para América Latina y El Caribe. CATIE, IICA, Fundación Kellogg. Turrialba, Costa Rica, también el Proyecto Inforat (Información Forestal para América Tropical). Asimismo gestionó y coordinó el Proyecto : RIBRENAC (Red de Información Bibliográfica sobre Recursos Naturales para América Central. CATIE . Turrialba, Costa Rica. Ha participado en diferentes eventos nacionales e internacionales y hoy tenemos el gusto de tenerla aquí con nosotros en este Seminario Virtual.

References

No se aplica.

Downloads

Published

2026-07-09

How to Cite

Gil, M. (2026). Plan estratégico de mercadeo para la Biblioteca Conmemorativa Orton. Biblios Journal of Librarianship and Information Science, (10), 01–05. Retrieved from https://biblios.pitt.edu/ojs/biblios/article/view/1502

Issue

No. 10 (2001)

Section

Communications

License

Copyright (c) 2001 Marcela Gil

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