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Futurum.kom: förändringsarbete genom marknadskommunikation
Linnaeus University, Faculty of Humanities and Social Sciences, School of Cultural Sciences. (Futurum)ORCID iD: 0000-0002-7758-9285
Länsbibliotek Sydost.
2011 (Swedish)Conference paper, Published paper (Other academic)
Abstract [en]

This paper is a report from an ongoing project directed to marketing in Public libraries. The authors outlines the aims and strategy for the marketing effort which is designed in three basic steps: First; the building of a new brand for the libraries, second; conducting a general marketing campaign and third; conducting partial campaigns directed to some selected segments of the population. The project is wide in scope and involves 25 different local libraries in the south-east of Sweden. This papers also presents three different strategies for evaluating the project, and gives a brief description of the theoretical perspecitives as well as the empirical base used in the research. The paper also discuss some of the preliminary results of the marketing campaign this far in the project, especially the results related to the second step; the general marketing campaign.

Place, publisher, year, edition, pages
Borås: Högskolan i Borås, Institutionen för Biblioteks- och informationsvetenskap , 2011. p. 1-25
Keywords [sv]
Marknadskommunikation, Bibliotek, Varumärke
National Category
Information Studies
Research subject
Humanities, Library and Information Science
Identifiers
URN: urn:nbn:se:lnu:diva-33825OAI: oai:DiVA.org:lnu-33825DiVA, id: diva2:711599
Conference
Mötesplats inför framtiden 2011, Borås
Projects
FuturumAvailable from: 2014-04-10 Created: 2014-04-10 Last updated: 2015-05-26Bibliographically approved

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Zetterlund, Angela

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf