By R. Jean Savard, Rejean Savard
Read Online or Download Adapting Marketing to Libraries in a Changing and World-Wide Environment / Le Marketing Des Bibliotheques A L'Heure Du Changement Et de La Mondialisat PDF
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Additional info for Adapting Marketing to Libraries in a Changing and World-Wide Environment / Le Marketing Des Bibliotheques A L'Heure Du Changement Et de La Mondialisat
Norway has had fewer campaigns than have for instance Sweden and Denmark, and we have not had any real powerful and influential national politician or VIP to be our spokesman. Even so, we have some excellent public libraries with a variety of library services and exciting projects that are quite visible in the local community. But the average figures for lending and use are still insufficient - and so are our average opening hours. We have been talking about marketing for years, but it was only three years ago that the Norwegian Library Association created a marketing-committee.
Dissertation, Southern Illinois University, 1987, p. 163. 29 Rosenstein, D M An empirical Comparison of the Role ofMarketing in Private and Public sector Nonprofit Service Organizations : An Example From the Heritage Tourism Industry. D B A. dissertation, Southern Illinois University at Carbondale, 1994, p. 158. K. , «Market orientation : The construct, research propositions, and managerial implications», Journal of Marketing, 54, 2 (1990), p. 7. 31 Murphy, Kurt, «Marketing and library management», Library and Administration Management, Summer 1991, p.
Le message La teneur du message, - le marketing en bibliothèque - est filtrée, appauvrie par les pré-requis justifiés ou non que les interlocuteurs ont sur la question, en préalable à la discussion. « Marketing = vendre » La mission des bibliothèques, chacun sait cela, n'est pas de vendre, mais de proposer des services, de mettre en valeur des collections destinées à l'éducation et aux loisirs. « Marketing = répondre à un besoin » Or l'on sait par de nombreuses études que contrairement aux circuits commerciaux, les bibliothèques ne répondent pas à une stratégie de la demande, mais de l'offre : leur réalité est d'anticiper sur la demande, de créer le besoin.