Marketing, creativity and innovation in information units

Abstract

This paper aims to present the marketing concepts, creativity and innovation applied to the world of archives, establishing a dialogue between the areas of knowledge, in a trend of learning and exchange of knowledge, which facilitates the construction of new knowledge and adopting new practices management in information units. Make this transfer of concepts from the administrative area, adapting to the information units, is a real challenge for the archivist. To develop this paper, we applied to literature methodology on marketing, creativity, innovation and information management units. As a result, there is a list of management practices and strategies applicable to units of information: archives, libraries, museums, documentation centers.