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”Den svåraste gruppen att nå”: Folkbiblioteks marknadsföring till pojkar i högstadieåldern
University of Borås, Swedish School of Library and Information Science.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
”The hardest group to reach” : Public libraries’ marketing to boys in their early teens. (English)
Abstract [en]

The object of this bachelor thesis is to examine how public libraries are working to reach out to boys in their early teens, and from a relationship marketing perspective see how libraries are using marketing as a tool in creating long-term relationships with this user group. The following questions are asked: How do public libraries market themselves to boys in their early teens? How are children’s and youth librarians working to create long-term relationships with this user group? How do children’s and youth librarians view marketing as a way to create long-term relationships with the user group? The theoretical framework of the study is Evert Gummesson’s model of relationship marketing. Interviews with five children’s and youth librarians make up the empirical data. The results from the study include that none of the libraries have strategic plans for their marketing and that the librarians do not seem to have adopted the view of relationship marketing. The results also indicate a difference in the professional roles, where the youth librarians give boys in their early teens a higher priority in their work than the children’s and youth librarians. A certain confusion as to what role libraries should have in relation to boys in their early teens can also be discerned, where the main purposes of marketing to this user group are seen as promotion of reading as well as a wish to change this user group’s perceived image of the library as merely a collection of books.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Library and Information Science (SSLIS) , 2011.
Series
Kandidatuppsats ; 2011:11
Keywords [sv]
ungdomar, pojkar, tonåringar, folkbibliotek, marknadsföring, relationsmarknadsföring
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-20582Local ID: 2320/8367OAI: oai:DiVA.org:hb-20582DiVA, id: diva2:1312516
Note
Program: BibliotekarieAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • 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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