Marketing and Ethics: values countered in university libraries?

Abstract

This article discusses the importance of ethical and marketing concepts that information professionals should consider in university libraries when providing services, in order to raise its quality so that the communion between marketing and ethics leads them to establish relationships of cooperation, collaboration, solidarity, communication and clarity among colleagues, other professionals, assistants and authorities from different institutions and information providers, thereby achieving a favorable development and impact in its university community. The article is structured in four parts: first, a brief introduction to the subject in question; the second part deals with the ethics of librarianship in a university library; the third part reflects on the relationship between ethics and marketing and why it is important to be considered by the professional staff working in these libraries and finally, it concludes with some deductions made through the development of this document.