1. La Biblioteca Conjunta de Ciencias de la Tierra como marca: análisis de desarrollo.
- Author
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CASTRO-ESCAMILLA, MINERVA and MEDELLÍN-GARCÍA, NANCY B.
- Subjects
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EARTH sciences , *BRANDING (Marketing) , *LIBRARIES , *CORPORATE image , *WEB portals - Abstract
This paper presents the development of the elements required to develop a research library brand offering specialized services and products in the fields of earth, marine and atmospheric sciences. The paper also examines the consistency between the public brand image and the corporate image held within the university campus at UNAM. The guidelines to position the library through a Web Portal and social networks are described with a view to wide dissemination and scope, regardless of geographical location. This comprises the generation of means of direct, real-time communication between the users and the professional staff for quality service and reliable content. [ABSTRACT FROM AUTHOR]
- Published
- 2020