Marketing u hrvatskim narodnim knjižnicama: jaz između teorije i stvarnosti

Šverko, Mara. (2015). Marketing u hrvatskim narodnim knjižnicama: jaz između teorije i stvarnosti. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Information Science. [mentor Hebrang Grgić, Ivana].

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Abstract

The concept of marketing library services is not new, it appears in the early seventies and it has rapidly changed over the years. Even though libraries as non-profit institution haven’t quite adopted marketing strategies , they should however use it to fully satisfy their users needs. The activity of marketing will in itself raise the library’s profile, which will attract more users and hopefully lead in turn to increased use of service. This master thesis deals with non-profit and social marketing in Croatian public libraries and it explores ways of how this libraries use marketing techniques. The research in this thesis shows the gap between how marketing should be used to attract more users and to promote their services and the way is currently used.

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