• Journal of Korean Library and Information Science Society
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• v.51 no.1
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• pp.21-41
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• 2020

This paper aims to propose ways to promote SNS marketing at school library sites with case study analyses in school libraries. To this end, in-depth interview was conducted with 10 Teacher Librarians who had used SNS in library operation and an in analysis was made of the operation status, motives and objectives, strategies and performances of the school library's SNS marketing. According to the study, most Teacher Librarians were found to be using SNS such as Facebook, Instagram, Kakao Plus Friends and so on in an attempt to improve accessibility and utilization of the library resources first. Not only that, they used SNS for the purpose of communicating with users while increasing the number of visitors and identifying the needs of users. The messages provided through SNS are information on school libraries and their reading programs, and the target market mainly involved their students. Based on the above research results, measures to promote SNS in school libraries were discussed, including the need for marketing consultative bodies, expansion of SNS targets, and enhancement of expertise in SNS.

• Journal of Korean Library and Information Science Society
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• v.38 no.3
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• pp.321-334
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• 2007

Marketing techniques developed for private organizations are being widely used in libraries. The primary focus in marketing has shifted to maximizing user perceived value from the perspective of library users. This paper examines library as an industry as a way to establish the basis for library's overall value, applies the R-I-R model and its taxonomy of value in using library and information services, and proposes market orientation approach to systematically plan and coordinate academic library marketing activities.

• Journal of Information Management
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• v.37 no.1
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• pp.105-129
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• 2006

Due to the change of the corporate business environment, corporate libraries have to redesign their services and prove their significance of existence within their companies. Corporate libraries have to maintain their existence by developing new information services and new users. Just as enterprises doing marketing for survival, corporate libraries have to do the same marketing. This paper examines the necessity of a marketing strategy in corporate libraries, marketing planning, marketing mix, and other marketing strategies. The marketing strategy of one corporate library is analyzed here.

• Journal of the Korean Society for Library and Information Science
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• v.35 no.4
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• pp.217-238
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• 2001

As an exploratory study, the purpose of this study was twofold. First, to show the process for developing a pathfinder with for assessing how the end users analyze a pathfinder ("a usability test"). Second, to provide a pathfinder for fashion marketing fields. Organised especially for students of the Fashion Graduate School in Dongduk Women's University, this pathfinder included books, periodicals, Internet web sites, online stores, brands, and apparel organizations. Participants in the test evaluated the pathfinder with medium to high grade in terms of contents, classification, and quantity of resources. In particular, they acknowledged the usefulness of a pathfinder. The results could provide helpful guidelines for the design of pathfinders. In addition, this publication provides additional information that focuses on fashion marketing fields.

• Journal of the Korean Society for information Management
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• v.24 no.4
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• pp.133-152
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• 2007

As interior and exterior environments change rapidly with the modern IT technology, the strategies related to marketing activities which enhance the library competition have been demanded. Although many previous studies have been conducted to improve the satisfaction of the library users and to increase the use rate, only few studies focused on the marketing strategy to elevate the library performance. With suggestion of a systematic framework related to the strategies, this study aims to analyze not only the interior and exterior factors which impact on the library marketing strategies, but the strategies which may influence on its performance. To achieve this objective, we adopted a comprehensive survey targeting the various types of our domestic libraries. On the basis of the results, we proposed a guideline for the strategy operation for the librarians to enhance the library performance.

• Journal of the Korean Society for information Management
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• v.26 no.4
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• pp.299-318
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• 2009

The ideas of user oriented service wasn't a major issue in libraries in the past decade. However, from now on, our library visitors have choices in the book selection processes, and the library may not be the first choice for their information demands. Competitors such as museum, culture center, and even private reading academy are those who anticipate user demands and satisfy them before the librarians do. What may have been perceived as excellent service a few years ago is not acceptable today anymore in the library. This study reveals current situation of English library collection and their practice as a sound English learning tool for Korean students. The researcher introduces library Marketing Concept and Reading Programs as an effective management tool.

• Journal of the Korean Society for Library and Information Science
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• v.48 no.3
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• pp.217-235
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• 2014

As a follow-up of the study on the marketing effect of undergraduates' work experience in university libraries(Choi 2012), this study aims to identify differences in the library loyalty of student employees by the managerial characteristics of student employees and analyzes the loyalty of the acquaintances of the student employees to identify the word-of-mouth marketing effect by behavioral loyalty of student employees. Based on the results from the analyses, we discuss the possibility of the management of student employees as a marketing activities in university libraries to the whole undergraduate student.

• Journal of Korean Library and Information Science Society
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• v.43 no.4
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• pp.113-137
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• 2012

This study aims to provide marketing strategies for the public libraries in Korea. For this purpose, this study focused on four public libraries in New York, USA, which have been providing the most excellent library services on the world. And this study examined what efforts these libraries have been making for the development of community and information needs of customers. The data for this study were collected by literature review, participant observation at the public libraries in New York, and gathering law materials. And in-depth interviews with the librarians and related professionals in New York and Korea were also proceeded. As a result, this study suggested marketing strategies for the management of public libraries in Korea.

• Journal of the Korean Society for Library and Information Science
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• v.21
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• pp.141-168
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• 1991

The Purpose of this study is to explore and analyse ways of enhancing the effectiveness of reference service through reference evaluation. Marketing research technique combined with pre-evaluation theory was applied in this study to find out information for practice the service based on current concept of reference service. Aims and results of this study can be summarised as follows: First, the evaluation of effectiveness of reference service should be conducted for the purpose of finding out the ways of increasing user's satisfaction. Second, the policy evaluation was understood as the appropriated evaluation concept. The policy evaluation in principle coincides with reference service in sense that the satisfaction of public should have priority and hence be the criterion of the evaluation. Third, marketing research based on recently developed 'marketing concept', which concentrates all its efforts to meet user's demand and attempt to acquire the information for better marketing management of non-profit organization such as library, is examined to find out the evaluation method practically applicable to the pre-evaluation of reference service. In this study , conjoint analysis was adopted as the method of pre-evaluation about reference service. The Reference Room of the Central Library Yonsei University, was selected as the arget sample to find out the expected condition for the maximization of the user's satisfaction from the reference service. Based on this example study, the analysis indicates as the most desirable combination for reference service in terms of the user's satisfaction is following condition: the younger librarian with aimable personality who displays willingness In his/her assistance, plus as the method of reference service, sufficient and practical introduction to the reference materials available, plus immediate and satisfactory result of the service, and finally a library equipped with inter-library use system.

• Journal of the Korean Society for information Management
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• v.39 no.3
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• pp.133-163
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• 2022

This study aims to analyze the effect of marketing using Chinese public library WeChat official accounts on the perception of the library and loyalty. For this purpose, research possibilities were explored, and a questionnaire was developed through in-depth interviews with users who subscribed to the Chinese public library WeChat official accounts and those who did not. A survey was conducted with the questionnaire for public library users in six regions of China. As a result, it was confirmed that the characteristics of the official account operation had a positive effect on the perception of the libraries and users' loyalty. This study is meaningful in that it verified how Chinese public library marketing using SNS affected users' purpose on the use of libraries, perception of libraries, and users' loyalty, and suggested how to deal with WeChat official accounts among SNS types.