2013
DOI: 10.1108/lr-06-2012-0061
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The use of marketing concepts in library services: a literature review

Abstract: Δημοσιεύσεις μελών-- ΣΔΟ--Βιβλιοθηκονομίας και Συστημάτων Πληροφόρησης, 2013»Marketing supports the reaching of organizational goals by focusing on the identification and satisfaction of customer needs, thus it can also contribute considerably in achieving the objectives of non‐profit organizations such as libraries. The purpose of this paper is to provide an overview of the literature on the incorporation of marketing notions and the implementation of marketing techniques in library management. It reviews def… Show more

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Cited by 44 publications
(25 citation statements)
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“…Only a few libraries have managed to build a brand name and be recognizable worldwide (Garoufallou, Siatri, Zafeiriou, & Balampanidou, 2013). Rossiter (2008) and Potter (2012) discussed the importance of branding in libraries.…”
Section: Discussionmentioning
confidence: 99%
“…Only a few libraries have managed to build a brand name and be recognizable worldwide (Garoufallou, Siatri, Zafeiriou, & Balampanidou, 2013). Rossiter (2008) and Potter (2012) discussed the importance of branding in libraries.…”
Section: Discussionmentioning
confidence: 99%
“…New technologies have allowed libraries to adopt online marketing strategies to promote their resources and services (Siddike et al, 2015) to as many users as possible (Garoufallou, Siatri, Zafeiriou and Balampanidou, 2013). 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).…”
Section: Introductionmentioning
confidence: 99%
“…In many studies staff are the only stakeholders consulted (e.g. Khan and Bhatti (2012); Chan (2012)) or in some cases libraries are recommended to follow practises of other similar institutions (Garoufallou et al 2013). Although much library marketing literature mentions user needs, very few studies ever actually consult users and most fail to consider that the target audience may simply not be interested or would prefer not to interact with the library is this manner.…”
Section: Introductionmentioning
confidence: 99%