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Hur marknadsför sig biblioteket PUNKTmedis? Lyckas biblioteket nå sin målgrupp?
University of Borås, Swedish School of Library and Information Science.
University of Borås, Swedish School of Library and Information Science.
2007 (Swedish)Independent thesis Advanced level (degree of Master (One Year))Student thesisAlternative title
Marketing a youth library. : How successful is PUNKTmedis in reaching its target group? (English)
Abstract [en]

The object of this paper is to examine the marketing of PUNKTmedis, a youth library. In order to do so we have looked at two different perspectives; how the library has marketed itself towards its target group, and how young people perceive what PUNKTmedis has to offer. The thesis’ foundation is a case study. Since the question at hand concerns the library’s intentions with and execution of its marketing efforts, as well as the target group’s opinion of them, the empirical data is based partially on an interview with the head of marketing at PUNKTmedis, and partially on a target group questionnaire. Two marketing theories, transaction theory and theory of relations, serve as frame of reference to the empirical data. The thesis establishes that PUNKTmedis has succeeded well at marketing in some aspects, not so well in others. The library’s strong points have been; creating an environment for youth and working hard at having fruitful dialogues with them. PUNKTmedis’ weakest point has been marketing in order to get new users to the library and the poll establishes that the few efforts that have been made have had little impact.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Library and Information Science (SSLIS) , 2007.
Series
Magisteruppsats i biblioteks- och informationsvetenskap vid institutionen Biblioteks- och informationsvetenskap, ISSN 1654-0247 ; 2007:33
Keywords [en]
ungdomsbibliotek, punktmedis, profilerat bibliotek, fallstudie
Keywords [sv]
marknadsföring, ungdomar, folkbibliotek
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-18447Local ID: 2320/2141OAI: oai:DiVA.org:hb-18447DiVA, id: diva2:1310363
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
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