• Journal of Korean Library and Information Science Society
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• v.38 no.3
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• pp.335-351
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• 2007

In the knowledge-based society of 21st century, special libraries face intense competitive environment. So they need to do 'library marketing' aimed at the organizations which they belong to and customers whom they serve for their survival and success. This study suggests the concept of 'library marketing', the cases of 'library marketing' at home and abroad, and concrete marketing management strategies for special libraries in Korea.

• 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 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 Korean Library and Information Science Society
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• v.45 no.3
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• pp.249-270
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• 2014

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.

• 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 Korean Library and Information Science Society
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• v.30 no.3
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• pp.97-116
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• 1999

The purpose of this paper is to develop a model of the strategic management of university library in Korea. The model from this study is summarized as follows: 1. External environment is divide into opportunities and threats. 2) Internal environment is divide into strengths and weakness. We can formulate a management strategy on the basis of library environment element from environment analysis and library situation. 2. Formulation of strategic management are formulated through three stages. 1) Library strategy: $\circled1$Growth strategy $\circled2$Stability $\circled3$Retrenchment 2) Business(competition) strategy 3) Functional strategy: $\circled1$Material organization strategy $\circled2$Collection strategy $\circled3$Reference service strategy $\circled4$Human resource management strategy $\circled5$marketing strategy 3. Implementation of strategic management 1) The chief of strategy implementation 2) Programs, budgets and procedures 3) Structure and strategy implementation 4) culture and strategy implementation 4. Evaluation and control of strategy implementation.

• Journal of the Korean Society for information Management
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• v.28 no.1
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• pp.105-122
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• 2011

Library marketing receives an attention as one of the methods to vitalize library use and to improve the value of libraries. In this study, librarians' perceptions of library marketing and PR were surveyed. The study also examined various library marketing and PRs that are practiced by special libraries via their web sites. Research library web sites were analyzed using a analytic tool that is composed of four categories and 19 sub categories, which is derived from the previous literature. The four major categories include visibility, fundraising, & networking, information, and communication. The findings of the study offer some suggestions for Internet marketing strategies that can be applicable to digital libraries.

• Journal of the Korean Society for information Management
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• v.20 no.3
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• pp.261-276
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• 2003

Seoul City has been operating 17 public libraries to bridge the digital gap in the information society. Digital collection that has used recently, is providing various information services and information sources such as Internet. DVDs, satellite broadcasts and plan to offer service with more contents in the near future. In an attempt to facilitate the use of digital archives in public libraries in Seoul, this study thus applies marketing strategy to Electronic Information Center in the S Library and techniques can contribute a dynamic approach to total strategy development for library professionals that will ensure effective management and the achievement for their goals.

• 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 Library and Information Science Society
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• v.38 no.3
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• pp.277-296
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• 2007

This study aims to propose that archives introduce marketing strategies for their archival reference services. Target marketing which is based on market segmentation for customer satisfaction is popular among enterprises in these days. Market segmentation strategy of target marketing need to be used for user centered archival reference services in archives. This study proposed that demographic, geographic, psychographics, and use variables can be used for archival user segmentation. And for the user segmentation, archives should collect data of use and users systematically.