Professional paper
Implementation od non-profit marketing and strategic planning in a higher education library
Aleksandra Moslavac
orcid.org/0000-0002-6209-5442
; Knjižnica Filozofskog fakulteta Sveučilišta u Rijeci
Abstract
The paper discusses the possibilities of applying nonprofit marketing in a higher education library and applying the results obtained by the strategic plan of the library, all with the aim of increasing the quality of library services and efficient positioning of the library in the parent institution. The methodological approach is based on a concise descriptive analysis of marketing theory and an example of the practical application of a marketing tool - SWOT analysis in the Library of the Faculty of Humanities and Social Studies, University of Rijeka. Situational analysis was conducted in the Library using SWOT matrix, which was formed on the basis of users' views collected by the survey, after which conclusions were drawn about the strengths, weaknesses, opportunities and threats to the Library's operations. A mixed methodological approach, and a combination of application of the marketing method and qualitative research, indicated both the possible development directions of the Library and areas that should be included by strategic planning.
Keywords
library service quality; marketing; strategic planning; SWOT analysis; higher education libraries
Hrčak ID:
252319
URI
Publication date:
16.2.2021.
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