THE IMPORTANCE OF LIBRARIES IN CREATING A BRAND
THE IMPORTANCE OF LIBRARIES IN CREATING A BRAND

Summary/Abstract: Libraries are a product of society and culture. The purpose of this paper is to analyse and discuss the marketing strategy in library. The paper analyses the role of the library as a recognizable symbol of social culture and the strategy of creating a library identity. The theoretical models for corporate marketing in library services are Balmer's AC4ID Test, Griswold's Cultural Diagram, and Klaus and Maklan's EXQ model. We see libraries as a social phenomenon from the aspect of marketing in culture. The marketing strategy in libraries starts with the importance of employees, as well as consumer experience. Libraries are viewed and analysed from the aspect of marketing services. Their fundamental function is to encourage functional literacy, i.e. learning. To achieve this, libraries must follow ICT but also apply the basics of corporate marketing to build identity and image.

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