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Library Marketing Model  

Lee, Seongsin (경북대학교 문헌정보학과)
Publication Information
Journal of Korean Library and Information Science Society / v.45, no.3, 2014 , pp. 249-270 More about this Journal
Abstract
The purpose of this research is to suggest a library marketing model. To achieve the study purpose, this research adopted content analysis methodology. The research papers relating to the subject library marketing were analyzed using qualitative content analysis method. In addition, the study result was revised through the comparison with the general nonprofit marketing process model. As a result, library marketing model was proposed. The final library marketing model was composed of the following elements: 1)Customers(Library users), 2)Internal environmental changes, 3)External environmental changes, 4)Set library marketing goals, 5)Various library marketing strategies, 6)Specific marketing strategy tactics, 7)Implementation of the tactics, 8)Evaluation, 9)Positive evaluation result, 10)Negative evaluation result, 11)Customer satisfaction, 12)Increased library usage rate. and 13)Establishment the positive social value of library.
Keywords
Library marketing; Library marketing model; Content analysis; Qualitative content analysis;
Citations & Related Records
Times Cited By KSCI : 12  (Citation Analysis)
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