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Users’ perception of the library services as the basis of the library marketing strategy
Radovan Vrana
orcid.org/0000-0002-8867-8275
Jasna Kovačević
Abstract
Like many other cultural and educational institutions, for years library have been participating in the process of implementation of changes in all segments of their operations in order to adapt their services to newly created conditions in society. Public libraries employ principles of marketing in order to present its services to the public. In order to make their marketing efforts successful, libraries need to have written marketing plans including marketing strategies. Marketing strategies provide foundations for consistent, continuous and systematic planning and carrying out of marketing efforts in public libraries. The purpose of these activities is to increase interest for libraries and, as consequentially, to increase visibility of libraries in society. Library user research is necessary for successful development of marketing strategies as results of the research should be included in these strategies. This article presents results of one such research carried out in “Bogdan Ogrizović” library (part of Zagreb City Libraries) which indicate interests of users for distinct library services. These results prove that this library has made the right choice regarding its choice of marketing tools. These results will also be incorporated into marketing strategies of the same library.
Keywords
public library; library users research; marketing; marketing strategy
Hrčak ID:
115193
URI
Publication date:
3.9.2013.
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