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”Varför ska vi heta som vårt hus?” En studie av marknadsföring av bibliotekarien
University of Borås, Swedish School of Library and Information Science.
2006 (Swedish)Independent thesis Advanced level (degree of Master (One Year))Student thesisAlternative title
“Why should we be named after our building?” A study of marketing the librarians (English)
Abstract [en]

The aim of this Master’s thesis is to investigate different ways of illustrating the information literacy of librarians and with a pragmatic view survey what has been written about marketing the librarians. The thesis is based on a marketing theory introduced by Philip Kotler. He believes that marketing is a social process and that everything can be marketed. I have reviewed three marketing strategies and their significance in marketing the information literacy of librarians. The strategies are marketing mix, event marketing and services marketing. The thesis has two parts and the first is a literature exposition of the marketing and the economic frames, investigations about the role, identity and rank of librarians and the marketing of librarians. The second part is an investigation that consists of interviews with four librarians with different experiences of marketing within the library. My conclusion is that there are useful strategies for marketing the information literacy of the librarians. Services marketing in combination with event marketing have good potential for success. A second conclusion is that it is necessary for librarians to market their competence and in that way indirectly also promote the library. With an effective marketing of the librarian competence there is also a reason to keep the title “librarian”. The competence lies not in the name, but within the person.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Library and Information Science (SSLIS) , 2006.
Series
Magisteruppsats i biblioteks- och informationsvetenskap vid Bibliotekshögskolan/Biblioteks- och informationsvetenskap, ISSN 1404-0891 ; 2006:115
Keywords [en]
bibliotekarie, informationskompetens
Keywords [sv]
marknadsföring, folkbibliotek, marknadsföringsstrategi
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-18382Local ID: 2320/1706OAI: oai:DiVA.org:hb-18382DiVA, id: diva2:1310298
Note
Uppsatsnivå: DAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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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
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  • asciidoc
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