Users’ perception of the library and library services as the basis of the library marketing strategy

Vrana, Radovan and Kovačević, Jasna. (2013). Users’ perception of the library and library services as the basis of the library marketing strategy. Vjesnik bibliotekara Hrvatske, 56(3). pp. 23-46. ISSN 0507-1925

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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.

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