• Journal of Korean Library and Information Science Society
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• v.23
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• pp.147-182
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• 1995

Marketing technique is used as effective management tool in library. The small size of the user group in special libraries provides good condition for marketing. Special libraries can accomplish the goals and objectives with using marketing technique. The purpose of this study is to examine key concepts and activity procedures of marketing, and marketing mix 4'P, and to suggest the information services which can be used in developing marketing strategies of special libraries. The conclusions are summarized as follows. 1. The key concepts and activity procedure of marketing for libraries consist of market segmentation, positioning, consumer analysis, marketing program and marketing audit. 2. The marketing mix 4P's that can be used in special libraries are examined. 3. The information services which can be used in marketing strategies are suggested.

• Journal of the Korean Society for information Management
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• v.32 no.1
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• pp.171-204
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• 2015

The objectives of this study are to examine changes in research on library marketing promotion from its introduction to the present using domestic journals carrying research papers on library marketing, to forecast research trends in the future, and to provide basic information for supporting future studies on subjects related to library marketing. There were a total of 3,951 papers published through the journals in the area of library and information science including 'The Journal of the Korean Society for Library and Information Science', 'The Journal of the Korea Biblia Society for Library and Information Science', 'The Journal of the Korean Library and Information Science Society', and 'The Journal of the Korean Society for Information Management' from their first issues to the present. These papers were searched using selected keywords, and after redundant papers and those not related to library marketing were excluded, 359 papers were sampled for this study and analyzed from different aspects. Findings derived from this study, with regard to trends in research paper publishing by year, with regard to trends in research paper publishing by institution, with regard to trends in research paper publishing by author, with regard to trends in research paper publishing by area, and with regard to trends in research paper publishing by library type.

• Journal of Korean Library and Information Science Society
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• v.26
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• pp.235-259
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• 1997

Marketing can assist libraries in determining their future and identifying quality products - services, programs and materials. Marketing provides a theoretical framework addressing the specific library and information science questions facing public, school, special and academic libraries in both the public and private sectors. The purpose of this paper is to analyse information marketing. For this purpose, characteristics of information, concept of marketing are to be studied, and then the process of information marketing program is analysed by market segmentation, marketing audit, marketing mix(products, pricing, place, promotion) and marketing system development. As a result, traditionally having focused on the undifferentiated and concentrated marketing strategies in the market segmentation, now they have to develope differentiated strategies in order to compete with other information centers.

• Journal of Information Management
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• v.42 no.4
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• pp.225-242
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• 2011

With the development of the IT and internet, companies try to use Blogs, Twitter, Facebook, smart phone for their marketing and customer relationship management. What is called social media marketing appear and it lead to new value creation to the company. However, until now most of libraries in Korea didn't have much interest in marketing and PR. In recent, libraries are starting to be interested in marketing and social network service. Library try to use social network service for marketing. This research introduces the various cases and status of using social network service for marketing in Korea and international library field, analyzes these cases from a marketing perspective. Finally, this research suggests the considerations and successful strategy for using social media marketing in library field.

• Journal of Korean Society for Quality Management
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• v.46 no.4
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• pp.1015-1028
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• 2018

Purpose: This study attempts to find how the cultural marketing activities utilizing cultural space affect firm's brand image and brand loyalty, and whether this culture marketing technique is recognized as a social contribution activity by potential customers and thereby influence brand image and loyalty. Methods: The data was collected by using the structured questionnaires to consumers who have experience using the Naver Library, Starfield Library, and Hyundai Card Library. The proposed research model is tested using 178 valid questionnaires using Smart PLS 2.0. Results: This research indicated that among cultural marketing factors, cultural support and cultural promotion have little impact on brand image, whereas culture firm influence brand image. Brand image also had an impact on brand loyalty, but it was found that public libraries operated by companies were not recognized as corporate social contribution activities, nor did they have an impact on the formation of the company's brand image. Conclusions: The study offered a theoretical and empirical foundation for future research by empirically identifying the relationship between cultural marketing and brand image and loyalty and confirmed the coordinating effect of social contribution activities between a cultural firm and its brand image.

• Journal of Korean Library and Information Science Society
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• v.34 no.1
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• pp.111-129
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• 2003

These days, libraries are faced with necessity f3r the systems to solve various and heterogeneous customers' needs. It is efficient through market segmentation to understand customers' needs and the use behaviors, to select the target markets, and to establish the proper marketing strategy for them. This study examines the necessity for library marketing, the importation for Internet marketing and the plans for the application, and suggests for plans of strategy for market segmentation In libraries.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.185-190
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• 2022

The purpose of this study is to suggest library marketing strategies for Korean academic libraries to provide sustainable services at COVID-19 pandemic situation. For this purpose, development plans of academic libraries in Korea were collected and homepages of academic libraries in and out of Korea were analyzed. This study found that academic libraries in and out of Korea had taken various measures to meet disastrous situation and had kept up services for users to make use of collection, facilities, services and programs of libraries without being disconnected. As a conclusion, this study suggests reinforcement of basics and value marketing, space marketing, blue ocean marketing as library marketing strategies for providing sustainable services. This study can be used as a reference for academic libraries and librarians to sustain or extend library services. The marketing strategies suggested in this paper can be helpful for academic libraries to overcome pandemic crisis in Korea. As follow-up studies, an in-depth case study about academic libraries which develop and activate new services and programs in and out of Korea to face COVID-19, a study on developing in-depth strategies of various library marketing to stabilize library services are needed.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.22 no.1
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• pp.193-210
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• 2011

In this era all successful organizations, whether profit or nonprofit, accept marketing concept as management philosophy and try to maximize consumer satisfaction in order to achieve their own goals. Libraries are no exception. A consumer decision process model is borrowed to explain how library service users act through five stages. Armed with information about library users, library management can be more user-oriented and bring higher user satisfaction. Some measures for effective library management are suggested.

• Journal of the Korean Society for information Management
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• v.28 no.4
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• pp.221-242
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• 2011

The changes of university entrance system which is affecting public library management and services, and current situation of private education market were analyzed for this study. It was revealed that we have several competitive forces that determine library service justification in Korean service environment(market) which has not experienced in the developed countries. The elements of private education may drive competition in the book reading service industry. Such elements effectuate serious problems and discourage library service marketing to the user. For a sustainable competitive advantage, English language collection and reading program model was developed for library marketing strategies(as applying leverage).

• Journal of the Korean Society for information Management
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• v.28 no.3
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• pp.179-195
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• 2011

The purpose of this study is to investigate the implications that GIS(Geographic Information Systems) can have in public library collection selection and service development from a marketing perspective. GIS is a computer system capable of assembling, storing, manipulating, and displaying geographically referenced information. Through the understanding and utilization of GIS, we can collect geographical, transportation, political, legal, demographic, economic, social, cultural, educational, and recreational information of the community. Public libraries can utilize GIS for market research, including customer analysis to select library collection and develop library service based on library users' needs. As a result, public libraries can find a way to make a lasting relationship with users which is the final goal of marketing activities.