المراجعة التسويقية و أثرها على أداء العاملين بالمكتبات الجامعية

Abstract

This research attempts to establish the idea of audit marketing as an important tool that can contribute to assure a good functioning of the work in a university library, to make its activities more flexible in relation to their adaptation to the users’ requirements, to create a determining location of precise information that contribute to good knowledge about procedures, to reduce risks that the institution can encounter. The application of audit marketing in a university library can also strengthen its credibility; this can empower its efficiency in taking decisions. We have begun our work by dealing with this theme on the theoretical side defining marketing and its external and internal structure, and its relation with taking decisions. We have also treated audit marketing, as a central point of our work, and its role in the effort of marketing insisting on the criteria of evaluation and indices. Our survey deals practically with audit marketing and its impact on workers. The university library, Larbi Ben M’Hidi, the location of our survey, and the questionnaire administered to the managers, heads of department and staff, have allowed us to collect data and obtain results confirming the stated hypotheses which prove the existence of audit marketing on the workers’ performance at the university library Larbi Ben M’Hidi, but this latter is not based on objective criteria, and does not achieve the established aims. All this has shown certain deficiencies. The evaluation reports about the workers’ performance also does not reflect the natural distribution of competences between the different levels. At the end of our research, we have deduced that it is necessary to have an efficient audit marketing to discover, on the one hand, the errors and deficiencies to avoid them in the future, and to identify, on the other hand, the performances of each worker for an objective appreciation of efforts, a better orientation and the provision of incitation that can push these actors to be more positive.