The use of marketing concepts in library services: a literature review

Garoufallou, Emmanouel/ Siatri, Rania/ Zafeiriou, Georgia/ Balapanidou, Aikaterini


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dc.contributor.authorGaroufallou, Emmanouelel
dc.contributor.authorSiatri, Raniael
dc.contributor.authorZafeiriou, Georgiael
dc.contributor.authorBalapanidou, Aikateriniel
dc.date.accessioned2015-09-20T23:57:31Zel
dc.date.accessioned2018-02-27T18:10:28Z-
dc.date.available2015-09-20T23:57:31Zel
dc.date.available2018-02-27T18:10:28Z-
dc.date.issued2013el
dc.identifier.issn0024-2535el
dc.identifier.otherhttp://dx.doi.org/10.1108/LR-06-2012-0061el
dc.identifier.urihttp://195.251.240.227/jspui/handle/123456789/4386-
dc.descriptionΔημοσιεύσεις μελών-- ΣΔΟ--Βιβλιοθηκονομίας και Συστημάτων Πληροφόρησης, 2013»el
dc.description.abstractMarketing supports the reaching of organizational goals by focusing on the identification and satisfaction of customer needs, thus it can also contribute considerably in achieving the objectives of non‐profit organizations such as libraries. The purpose of this paper is to provide an overview of the literature on the incorporation of marketing notions and the implementation of marketing techniques in library management. It reviews definitions, present different opposing views, marketing issues, social media and Web 2.0 and opinions on the adoption of marketing in a non‐profit organization environment, and examines different successful examples of marketing implementation, concentrating on the gains resulting from such a move.A thorough literature search on various databases and on various aspects of this topic was reviewed. The literature review is organised on emerging themes directly drawn from the literature, thematically and chronologically within each section. It aims to identify the changing perspectives, the current challenges, and the benefits offered by examining information science specialists' views. The main marketing concepts are identified throughout a strategic planning approach, which has been recommended as the most successful by the majority of researchers.This paper examines and clarifies the existing misunderstandings and difficulties in library and information services marketing, and stresses the importance of its adoption in this contemporary competitive environment. It examines library marketing in six sections: misconceptions regarding library marketing, main challenges and reasons as to why the adoption of marketing concepts is an integral part of the strategic planning, reports on the international library organizations, provides a description of the implementation of strategic marketing and planning processes, presents some library marketing approaches and examines the contemporary technological opportunities for library marketing in the digital era, such as the use of Web 2.0 tools.The paper broadens the library marketing literature by gathering researchers' scientific views and advice and identifies the main implementation concerns derived from the earlier and more recent relevant literature. Moreover, for the first time, IT records issues concerning library marketing, social media and Web 2.0.el
dc.language.isoen_USel
dc.publisherEmerald Group Publishing Limitedel
dc.relation.ispartofseriesLibrary Review;Vol. 62el
dc.subjectSocial mediael
dc.subjectLibrary managementel
dc.subjectLibrary 2.0el
dc.subject7Psel
dc.subjectLibrariesel
dc.subjectMarketing mixel
dc.subjectStrategic library marketingel
dc.subjectLibrary marketing conceptsel
dc.subjectLibrary and information servicesel
dc.subjectInformation servicesel
dc.subjectLibrary servicesel
dc.subjectWeb 2.0el
dc.titleThe use of marketing concepts in library services: a literature reviewel
dc.typeArticleel
heal.typeotherel
heal.type.enOtheren
heal.dateAvailable2018-02-27T18:11:28Z-
heal.languageelel
heal.accessfreeel
heal.recordProviderΤΕΙ Θεσσαλονίκηςel
heal.fullTextAvailabilityfalseel
heal.type.elΆλλοel
Appears in Collections:Δημοσιεύσεις σε Περιοδικά

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