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Futurum.kom: förändringsarbete genom marknadskommunikation
2011 (Swedish)Conference paper, Published 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
Identifiers
URN: urn:nbn:se:hb:diva-9286Local ID: 2320/9806OAI: oai:DiVA.org:hb-9286DiVA: diva2:909900
Conference
Mötesplats Borås: Profession - Forskning, Borås 19-20 oktober 2011
Available from: 2016-03-07 Created: 2016-03-07

Open Access in DiVA

fulltext(426 kB)61 downloads
File information
File name FULLTEXT01.pdfFile size 426 kBChecksum SHA-512
b38e88999c6454b3f17185a532ff72b19f968a740cf991d105f38025e3453d5ca079bbd0f3a3f806b60f9a1dcde23ff6fc132d7d62f0d35fb9ff09104adef6c9
Type fulltextMimetype application/pdf

Information Studies

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf