Naslov
Role of market segmentation in public library management

Autori
Ferenčić Martinčić, Ivanka ; Ferenčić, Martina ; Mandić, Antonija

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
13th IAPNM congress: Public, social and nonprofit marketing - Value creation and quality of life improvement / Leko Šimić, Mirna - Osijek : Hrvatska udruga za marketing (CROMAR), 2014, 15-15

Skup
13th IAPNM Congress - Public, social and nonprofit marketing: Value creation and quality of life improvement

Mjesto i datum
Osijek, Hrvatska, 12.06.2014. - 15.06.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
library management; user segmentation; target marketing; IFLA guidelines

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA