Social entrepreneurship and relationship marketing: strategies in attracting new members for loyalty in the Association of Librarians of the State of Goiás

Abstract

This article aims to present how social entrepreneurship and relationship marketing collaborated as a strategy to attract and retain members of the Association of Librarians of the State of Goiás (ABG), during the 2018/2020 Management. Assuming that a representative class entity, in order to fulfill its role, must be entrepreneurial, free, dynamic, committed to social values and to the valorization of the profession. Being, their leaders leaders committed to professional colleagues in the struggle for the common good of the category. For that, the aforementioned article contains a thematic reflection constructed from a bibliographical survey referring to conceptual aspects to justify and guide the practice of deferred strategies, which resulted in a significant increase in the number of members. Those who now enjoy the products and services of ABG in an unparalleled way, aware of the union of the librarian class for the strengthening of the representative entity of class.