Análise do uso do tema marketing no periódico científico Perspectivas em Ciência da Informação

Abstract

It seeks to understand and analyze the specific contexts in which the marketing theme is present in articles published by the journal Perspectivas em Ciência da Informação. To develop the work we chose to search for quantitative and qualitative nature, using the method of content analysis. Was performed at the pre-analysis of a superficial reading to identify which terms were significant for the area in question. afterwards phases of material exploration and processing of the results were verified and determined the frequency of occurrence of these significant terms to resort to interpretive analysis. Represent the universe of 10 research articles published in the journal Perspectivas em Ciência da Informação from 1996 to the first half of 2010. By analyzing these articles, it was found that the marketing theme is being applied in various contexts, such as business intelligence units, the academic environment and virtual environment. However, research shows that marketing is not as yet explored the area of Information Science.