engleski

Role of market segmentation in public library management

Contemporary management process in public libraries cannot be considered successful without implementation of management and marketing concepts for developing library strategies. Although public libraries operate in non-profit sector, and Croatian librarians usually have just basic management and marketing resources, marketing strategies can be a key part of achieving library mission and vision. Market or consumer segmentation in library management can be translated to user segmentation with necessary adjustments that take in the consideration special environment of non-profit sector and International Federation of Library Associations and Institutions (IFLA) guidelines for the public library service that libraries in Croatia are accepted to follow. Process of user segmentation can give a good platform for switching from universal library service, or mass marketing approach, to target marketing approach with different services developed for defined target user groups. Ultimate goal of this process is the “library tailored for its users” ; the library that satisfies unique needs of its community, adjusts to micro or macro environment and coexists with current changes of digital era. Methodology used in this paper is based on desk research combining interdisciplinary findings and sources from library, management and marketing science with a goal to provide new insights for using marketing approach in public library management.

library management; user segmentation; target marketing; IFLA guidelines

nije evidentirano