Futurum.kom: förändringsarbete genom marknadskommunikation
2011 (Swedish)Conference paper (Other academic)
This paper is a report from an ongoing project directed to marketing in Public libraries. The
authors outlines the aims and strategy for the marketing effort which is designed in three basic
steps: First; the building of a new brand for the libraries, second; conducting a general
marketing campaign and third; conducting partial campaigns directed to some selected
segments of the population. The project is wide in scope and involves 25 different local
libraries in the south-east of Sweden. This papers also presents three different strategies for
evaluating the project, and gives a brief description of the theoretical perspecitives as well as
the empirical base used in the research. The paper also discuss some of the preliminary results
of the marketing campaign this far in the project, especially the results related to the second
step; the general marketing campaign.
Place, publisher, year, edition, pages
Högskolan i Borås: Institutionen Biblioteks- och informationsvetenskap , 2011.
IdentifiersURN: urn:nbn:se:hb:diva-9286Local ID: 2320/9806OAI: oai:DiVA.org:hb-9286DiVA: diva2:909900
Mötesplats Borås: Profession - Forskning, Borås 19-20 oktober 2011