Stručni rad

Small library marketing management

Gordana Dukić orcid.org/0000-0002-1166-6807 ; Sveučilište Josipa Jurja Strossmayera u Osijeku, Filozofski fakultet, Odsjek za informacijske znanosti
Iva Sopka ; Sveučilište Josipa Jurja Strossmayera u Osijeku, Filozofski fakultet, Odsjek za informacijske znanosti

Sažetak

This paper deals with non-profit and social marketing applied to library operations. Therefore, at the beginning of the paper, library marketing is defined and reasons why marketing has become essential for the functioning of the library are explained. In the focus of the paper is small library marketing management. Thereby, a small library is defined as a library that serves a small community (less than 8,000 inhabitants). However, small libraries are also those that “feel” small, regardless of their size, the number of users and financial power. Since the library marketing literature too generally talks about the ways libraries can reach out to customers using media, self-publishing and the Internet, a special section of the paper is dedicated to current issues, such as marketing “word of mouth”, e -marketing, brand and smarketing library. The paper also points out the problems of marketing library in changing economic conditions and the role of the “small” librarians in marketing library. Literature on small library marketing is almost non-existent. However, librarians have at their disposal many creative and relatively inexpensive or free marketing resources. Therefore, the intention of this study was to show the possibilities of this approach to users, as well as the practical applicability of the theoretical assumptions of marketing in library business.

Ključne riječi

small library, marketing, management

Hrčak ID:

239691

URI

https://hrcak.srce.hr/239691

Datum izdavanja:

9.6.2013.

Podaci na drugim jezicima: hrvatski

Posjeta: 1.638 *