Marketing knjižnice na primjeru Pučke knjižnice i čitaonice Daruvar

master's thesis

• Title (english): Library marketing on the example of the Daruvar Public Library and Reading Room
• Author: Kristina Markalaus
• Mentor: Radovan Vrana (mentor)
• Committee member: Denis Kos (predsjednik povjerenstva)
• Committee member: Monika Batur (član povjerenstva)
• Committee member: Radovan Vrana (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of information and Communication sciences); Zagreb
• Defense date and country: 2024-07-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Library Science

Abstract

Za opstojnost knjižnica i privlačenje novih korisnika u knjižnice ključno je ponuditi korisnicima ono što je njima u danom trenutku potrebno, stoga knjižnice moraju osmisliti aktivnosti koje će dobro korespondirati tim potrebama i kontinuirano raditi na zadržavanju postojećih korisnika, ali i privlačenju novih. Kako bi se privukli novi korisnici, knjižnice neprestano moraju osmišljavati nove načine kako to postići. Stoga je pored strateškog plana poslovanja, važno imati i dobar marketinški plan. U će se definirati osnovni pojmovi marketinga i marketinškog procesa i promocije. Istaknut će se specifičnost neprofitnog marketinga i važnosti provođenja marketinških aktivnosti u knjižnicama. Također, rad će se osvrnuti na pojedine oblike marketinške komunikacije i promocije. Velik dio rada posvetit će pažnju radu Pučke knjižnice i čitaonice Daruvar koji će poslužiti kao primjer malih narodnih knjižnica koje primjenjuju neke načine marketinške komunikacije i promocije primjenjive na knjižnice. Primjer ove knjižnice koja je specifična po tome što u svom sklopu ima i manjinsku knjižnicu, poslužit će kao dobar uvid u to gdje su male knjižnice danas i gdje još postoji prostor za napredak.

Abstract (english)

For the survival of libraries and attracting new users in libraries, it is crucial to offer users what they need at a given moment, therefore libraries must design activities that will correspond well to those needs and continuously work to retain existing users, but also attract new ones. In order to attract new users, libraries must constantly come up with new ways to achieve that. Therefore, in addition to a strategic business plan, it is important to have a good marketing plan. This paper define basic terms of marketing and the marketing process and promotion. The specificity of non-profit marketing and the importance of marketing activities in libraries will be highlighted. Also, the paper will refer to certain forms of marketing communication and promotion. A large part of the work will pay attention to the work of the Public Library and Reading Room Daruvar, which will serve as an example of small public librarie that apply some methods of marketing communication and promotion applicable to libraries. The example of this library, which is specific in that it also includes a minority library, will serve as a good insight into where small libraries are today and where there is still room for improvement.

• Keywords: marketing; marketinški proces; marketing knjižnice; neprofitni marketing; narodne knjižnice; promocija; vidljivost knjižnice
• Keywords (english): marketing; marketing process; library marketing; non-profit marketing; public libraries; promotion; library visibility
• Language: croatian
• URN:NBN: urn:nbn:hr:131:259846
• Study programme: Title: Information Sciences; specializations in: Archivistics Study, Library Science, Information Sciences (research), Information Sciences (teaching), Museology and heritage management, Informatology; Course: Library Science; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra bibliotekarstva (magistar/magistra bibliotekarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-07-16 17:26:32