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Futurum.kom: förändringsarbete genom marknadskommunikation
2011 (Swedish)Conference paper (Other academic)
Abstract [en]

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.
National Category
Information Studies
URN: urn:nbn:se:hb:diva-9286Local ID: 2320/9806OAI: diva2:909900
Mötesplats Borås: Profession - Forskning, Borås 19-20 oktober 2011
Available from: 2016-03-07 Created: 2016-03-07

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Information Studies

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