Biblioteczny marketing wewnętrzny w teorii i praktyce na przykładzie bibliotek województwa łódzkiego
Library Internal Marketing in Theory and Practice Based on the Libraries of Łódź Voivodeship

Author(s): Mariola Antczak, Magdalena Kalińska-Kula
Subject(s): Library and Information Science, Library operations and management
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: internal communication in a library;libraries in Łódź Voivodeship;library marketing;internal marketing
Summary/Abstract: The monograph presents research concerning activities of internal marketing in libraries of Łódź Voivodeship. An extensive theoretical part contains a discussion on the role of libraries in the contemporary information society and an analysis of the internal marketing concept.The authors, drawing on a comprehensive body of literature to realize their research goals, refer to existing legal regulations and define contemporary functions, tasks, missions of libraries. Then they try to explain the essence and meaning of internal marketing in the contemporary library. The research part presents empirical study results concerning the following issues: practical elements of internal marketing (e.g. internal communication, motivation system, organizational culture), the evaluation of internal marketing by employees, and confrontation of employees’ expectations with the actual state of affairs. An exhaustive bibliography of publications concerning library marketing – starting from the earliest, published in 1991 – is an important supplement to the book. A strong point of the monograph is its interdisciplinary nature: the reader receives a reliable scientific study accomplished by a library specialist and information science researcher and an expert in the field of marketing.

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