2013
DOI: 10.1108/lm-03-2012-0012
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Marketing applications in Greek academic library services

Abstract: Δημοσιεύσεις Μελών--ΣΔΟ--Βιβλιοθηκονομίας και Συστημάτων Πληροφόρησης, 2013This paper aims to describe marketing methods, techniques and activities used in Greek academic libraries and their staff perceptions regarding the importance of marketing applications. In addition, it identifies factors which hinder the uptake of marketing, and investigates the evaluation methods used.There are 151 central and departmental academic libraries in Greece, yet there is limited published research concerning their marketing … Show more

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Cited by 14 publications
(24 citation statements)
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References 41 publications
(30 reference statements)
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“…Marketing has become vital to the viability of public and non-profit organizations (Kotler and Levy, 1969). Over the past three decades, libraries have embraced marketing to improve library services and create stronger contacts with the user community (Garoufallou, Siatri, Zafeiriou and Balampanidou, 2013;Garoufallou, Zafeiriou, Siatri and Balapanidou, 2013;Siddike et al, 2015) so as to increase library use, enhance the value and image of the library, provide user education, and change user perceptions (Al-Daihani and AlAwadhi, 2015). Library 2.0, which is a model for modern library services that focuses on user-centered change and participation, has significantly changed the types of interactions between libraries and their users (Ghuloum and Buabbas, 2016).…”
Section: Literature Reviewmentioning
confidence: 99%
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“…Marketing has become vital to the viability of public and non-profit organizations (Kotler and Levy, 1969). Over the past three decades, libraries have embraced marketing to improve library services and create stronger contacts with the user community (Garoufallou, Siatri, Zafeiriou and Balampanidou, 2013;Garoufallou, Zafeiriou, Siatri and Balapanidou, 2013;Siddike et al, 2015) so as to increase library use, enhance the value and image of the library, provide user education, and change user perceptions (Al-Daihani and AlAwadhi, 2015). Library 2.0, which is a model for modern library services that focuses on user-centered change and participation, has significantly changed the types of interactions between libraries and their users (Ghuloum and Buabbas, 2016).…”
Section: Literature Reviewmentioning
confidence: 99%
“…In particular, social media, defined as "a group of Internet-based applications that allow for the creation and exchange of user-generated content" (Kaplan and Haenlein, 2010, p. 62), has enabled people to interact and share information online (Xu et al, 2015). With the rise of social media in the last decade, many libraries have included social media applications as primary marketing and communication tools to engage with the user community (Luo et al, 2013;Kho, 2011;Garoufallou, Zafeiriou, Siatri and Balapanidou, 2013;Jahan and Ahmed, 2012), as social media offers real-time channels for communication, information sharing and interactive dialogue at any time on any portable mobile device (Palmer, 2014;Xu et al, 2015).…”
Section: Introductionmentioning
confidence: 99%
“…Jamaludin et al (2015) stated "libraries need to make a greater effort to improve their services in terms of quality as much as in forms of delivery, in order to convince people to use them, instead of turning to alternative information providers such as the search engine in the Internet" (Garoufallou et al, 2013as cited by Jamaludin et al, 2015).…”
Section: Literature Reviewmentioning
confidence: 99%
“…According to Jamaludin (2015) "the adoption of marketing could assist libraries in their struggle to survive in the emerging and increasingly competitive information environment" (Rowley, 1995 as cited by Jamaludin et al, 2015, p.74). Garoufallou et al (2013) stated "Information specialists began to consider that certain aspects of marketing might be a significant mean by which to improve library services" (Koontz et al, 2006, p. 225 as cited by Garoufallou et al, 2013, p.633). According to Bennett (1997) "the product and/or services tailored for maximum customer benefit, priced according to the buyer's ability to afford the product, made available for the customer to buy (place) and promoted in order that potential buyers knew as much as required about the product on offer" (Bennett, 1997, p.151).…”
Section: Literature Reviewmentioning
confidence: 99%
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