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Marknadsföring av elektroniska tidskrifter på svenska universitets- och högskolebibliotek
University of Borås, Swedish School of Library and Information Science.
University of Borås, Swedish School of Library and Information Science.
2003 (Swedish)Independent thesis Advanced level (degree of Master (One Year))Student thesisAlternative title
Marketing of Electronic Journals in Swedish Academic Libraries (English)
Abstract [en]

The transition from paper to electronic journals in induces a major change in academic libraries. The library must focus on customising the service to meet user needs in order to compete with other actors on the market. This situation entails the need for a marketing and management approach in library organisations. Linda Ashcroft has in previous research focused on marketing of electronic journals. She has stated the importance of simplifying the user environment of electronic journals and the importance of regaining control over electronic journals from publishers and vendors. This masters thesis aims to describe how electronic journals are being promoted and evaluated in Swedish Academic Libraries. Based on Ashcrofts questionnaire we also relate our results to Great Britain and North America. Our results show that Swedish libraries promote e-journals with methods that make the user aware and interested in using e-journals. However, none of these methods are found successful. The most effective future promotion method is connected to user behaviour. The results show a great reliance on statistics for evaluation purposes, while the qualitative evaluation is lacking in both continuance and extent. The libraries do not have enough time for promotion and evaluation activities and find that publishers complicate library promotion and evaluation. Our research shows great similarities to the conditions in Great Britain and North America. Based on Kotlers marketing approach, the Swedish libraries lack in both planning and evaluation of the marketing process, and cannot effectively utilise their resources and thereby fully satisfy the user needs.

Place, publisher, year, edition, pages
University College of Borås. Swedish School of Library and Information Science (SSLIS) , 2003.
Series
Magisteruppsats i biblioteks- och informationsvetenskap vid Bibliotekshögskolan/Biblioteks- och informationsvetenskap, ISSN 1404-0891 ; 2003:92
Keywords [en]
library and information science
Keywords [sv]
biblioteks- och informationsvetenskap
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-16273Local ID: 2320/1006OAI: oai:DiVA.org:hb-16273DiVA, id: diva2:1308160
Note
Uppsatsnivå: DAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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