To see the other types of publications on this topic, follow the link: Libraries – Marketing.
Dissertations / Theses on the topic 'Libraries – Marketing'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Libraries – Marketing.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Syphus, Matthew. "The marketing of university libraries, with special reference to South African university libraries." Master's thesis, University of Cape Town, 1990. http://hdl.handle.net/11427/8365.
Full textAbstract:
Bibliography: leaves 251-262.The investigation was undertaken to establish, in the first place, whether it is correct to assume that university library managers in South Africa do understand the main tenets of marketing. Secondly, the investigation was undertaken to determine whether these librarians actually do implement some or all of the principles of marketing in the management of their libraries. The study was carried out in two parts: a literature survey and an empirical investigation. The investigation was confined to university libraries in South Africa. The literature survey of the relevant marketing literature had a twofold purpose. In the first place, the marketing of libraries could only be properly appreciated within the context of understanding what is meant by marketing. Secondly, it was an underlying assumption of the investigation that in order to determine whether the management of South African university libraries did understand and apply the principles of marketing, the questions posed to them in the survey would of necessity have to reflect the principles, concepts, terminology and techniques of marketing, as established in the literature survey. The survey of marketing literature therefore endeavoured to establish clearly the main tenets of marketing and the techniques of marketing planning, the broadened marketing concept which has extended marketing to non-profit organizations, and, the significance of the interactive relationship of services marketing. A survey of the relevant literature of librarianship was undertaken to gain an insight into how marketing was perceived by the Anglo-American library world. It was against this broader background of the literature of librarianship that the South African experience was considered. As part of the empirical investigation a questionnaire was constructed and mailed to the respondents in order to determine whether the principles of marketing are understood and implemented by university libraries in South Africa. The analysis of the data obtained from the questionnaire indicated that the management of South African university libraries have a general understanding of the principles of marketing, although at present only a small minority have an in-depth knowledge of it. From the analysis of the data it is also apparent that South African university library managers to a greater or lesser extent do carry out some of the main activities of marketing, although, for the present, they do not necessarily consider that they are implementing formal marketing planning in their libraries. Only a small minority of university libraries are actually engaged in some formal marketing activities.
2
Alhouti, Dakhil. "Marketing electronic information resources in Kuwaiti higher education libraries." Thesis, University of Sheffield, 2014. http://etheses.whiterose.ac.uk/5192/.
Full text
3
Singh, Rajesh. "Marketing culture of Finnish research libraries : an analysis of marketing attitude, knowledge and behaviour /." Åbo : Åbo Akademis förlag, 2005. http://www.doria.fi/cgi-bin/Pdisplay.cgi/TMP.objres.20.pdf?type=application/pdf&path=/m1/encompass/repadiss/clipboard/.outgoing/TMP.objres.20.pdf&fileaddr=193.166.0.206&fileport=20212.
Full text
4
Copeland, Susan Marjorie. "Marketing and income generation in Scottish public library services." Thesis, University of Strathclyde, 2001. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=23781.
Full textAbstract:
This thesis investigates the interaction between marketing practice and strategy and resource allocation in Scottish public library services. It focuses, in particular, on the period immediately prior to local government reorganisation in 1996. The historical framework within which public libraries have developed is described. So, too, is the political environment within which the libraries operate. A review of the literature indicates that, although there are examples of good practice with regard to libraries undertaking market research to ascertain the needs of their users, and potential users, many authorities could make improvements in this area. Similarly, the literature suggests that more could be achieved in other ways to ensure that libraries are more efficient, effective and responsive to user needs, and that some of the more systematic and aggressive approaches to fund-raising that are evident in the U.S.A. could be employed to advantage in Scotland. The results of a survey that was undertaken in 1996 support the view that Scottish public libraries could make better use of marketing techniques with a view to targeting the funds they have available and generating additional income. Existing, published, research has drawn attention to the significance of population size with regard to the efficiency of Scottish public libraries. Statistics published by the Chartered Institute of Public Finance and Accountancy (CIPFA) indicate the relevance of the size of local authorities in terms of the amount of income and expenditure per person. This thesis shows that population size is also a significant factor with regard to the use of marketing techniques and the range of ways in which library services generate income.
5
Ashcroft, Linda Susan. "The development of electronic resources in libraries : effective marketing and communication." Thesis, Liverpool John Moores University, 2012. http://researchonline.ljmu.ac.uk/6166/.
Full textAbstract:
This submission addresses the change to the electronic environment in libraries. It presents eight selected research papers which cumulatively contribute to knowledge regarding the management issues arising from this change. The specific elements of the research programme focused primarily on changes in academic libraries and secondly in public libraries. The implications of changes in different countries were investigated. The research programme evolved over time, as its applicability and relevance extended to other players in the developing library electronic resources field. The need for effective communication and marketing regarding electronic resources was identified as key, and it became increasingly evident that libraries needed to adopt marketing techniques appropriate to the changing environment and different to those techniques traditionally used. The linked elements of the research programme involve managing changing user needs in line with a changing user base, which includes remote users, and the requirements for changing staff skills. Further elements include work in a virtual environment alongside a physical environment and collaboration and consortia working. The central aim of the research programme was to identify solutions for best practice, and funding was obtained for many of the research elements. Originality is demonstrated by investigation into an emerging area, using library websites at the time of their development and applying an experimental research technique. Research methods from different research paradigms - positivist and interpretivist - were employed. Quantitative data was obtained to establish hard facts. Qualitative approaches enabled the acquisition of multiple perspectives and understanding of social constructions of meaning and knowledge, such as respondents' attitudes, feelings and perceptions. The extent and modes of discussion with respondents facilitated triangulation of methods that resulted in multiple views for synthesis so as to clarify understanding. All of the research was underpinned by an on-going literature review, which was vital in order to assess both what existed and current developments. The research methods used were applied in a sequence of eight stages as the electronic environment in libraries developed. The research aimed to provide a fully rounded picture, investigating the issues arising from the introduction of electronic resources in libraries, and it achieved this by considering developments over a period of time just in excess of the past decade. The papers present findings that can be applied by players in the field of electronic resource provision. Foremost amongst these was the requirements for educating library users, often in a remote environment, in the use of the new electronic resources, which were derived and the vital importance of operating different marketing and communication techniques, which was demonstrated.
6
Cockrill, Antje. "A comparative analysis of marketing management in British and German university libraries." Thesis, Aberystwyth University, 1996. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.319373.
Full text
7
So, Denise Rodrigues. "\"A segmentação de clientes em bibliotecas\"." Universidade de São Paulo, 2007. http://www.teses.usp.br/teses/disponiveis/27/27151/tde-16122007-155923/.
Full textAbstract:
O estudo é uma sistematização do tema Segmentação de Clientes aplicada em bibliotecas. Seu objetivo é demonstrar como a Segmentação de Clientes contribui para uma gestão efetiva de Marketing na biblioteca auxiliando no desenvolvimento de produtos e ações; potencializando os seus resultados. Compõe-se de duas partes: a primeira, um levantamento bibliográfico buscando identificar as tipologias de Segmentação de Clientes existentes, tanto no Marketing quanto na biblioteca, além de cases internacionais com a aplicação da estratégia nesse ambiente; a segunda, uma demonstração de como essa estratégia, e os passos que a antecedem no processo de gestão de Marketing, pode contribuir para potencializar as ações e os produtos e serviços da biblioteca. Para essa demonstração foi utilizado como referência o modelo sistêmico de gestão de Marketing desenvolvido pelo Profº. Dr. Mitsuru Yanaze transpondo-o para uma situação hipotética de uma biblioteca especializada corporativa da área de Marketing. O exercício desenvolvido, além de contextualizar a estratégia de Segmentação no processo de gestão e indicar os benefícios conseguidos com a sua adoção, contribui para diferenciar Marketing e promoção, usados habitualmente como sinônimos.The study is a systematization of the subject Client Segmentation used in libraries. Its aim is to demonstrate how the Client Segmentation contributes to an effective Marketing management in library, promoting the development of products, Marketing actions and leveraging their results. This is a two parts study: the first, a bibliographic review to identify different Segmentation categories either in Marketing as well as in libraries, there are also international cases with this segmentation strategy applied to libraries; the second part is to show how the strategy of Segmentation and the steps taken before its application can contribute to make the library products and its services to be successful. To demonstrate how this can be achieved, a management model, developed by Professor Mitsuru Yanaze, was used and transposed to simulate a management situation in a Marketing corporate library. This hypothetical situation contributed to contextualize Segmentation strategy in management process, which can help librarians to better understand its benefits. Furthermore, this study helped to explain that Marketing differs from promotion; usually mistaken as synonyms.
8
Moreira, Elaine Cristina de Brito. "Práticas de marketing e endomarketing para bibliotecas universitárias." Universidade Federal da Paraíba, 2014. http://tede.biblioteca.ufpb.br:8080/handle/tede/7674.
Full textAbstract:
Submitted by Clebson Anjos (clebson.leandro54@gmail.com) on 2015-12-09T19:35:51Z
No. of bitstreams: 1
arquivototal.pdf: 1385854 bytes, checksum: 3c6bbfe4f8a4ed433980fba6c07de20a (MD5)Made available in DSpace on 2015-12-09T19:35:51Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1385854 bytes, checksum: 3c6bbfe4f8a4ed433980fba6c07de20a (MD5) Previous issue date: 2014-10-23
Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES
The current study investigates the marketing and endomarketing practices applied in the university libraries having the general objective to analyze the best marketing and endomarketing practices adopted by the university libraries in the scientific production of the National Seminar of University Libraries (SNBU) event, between 2008 and 2013. It is a descriptive-exploratory and bibliographical piece of research with quantitative and qualitative approach. It adopts the scientometry, a research tool that enables diagnosing the practices. In order to analyze data, it uses the research field, by means of scientific production existent in the Librarianship and Documentation conference proceedings, in which it was possible to collect the marketing and endomarketing practices. The obtained results allowed identifying the practices adopted in the university libraries; this provided the understanding in regard to the use of practices suggested by the literature as the best way to attract and please clients. In addition to this, the results highlighted that the university libraries are ready to cater to and please their clients, always seeking the technological innovation and the market competitiveness so as to become an active organism in society. The librarian, information manager and mediator, is aware of his or her role in the information society. It can be concluded that the marketing and endomarketing techniques, in which the practices are well defined and structured, by using the benchmarking, may lead the university library to conquer its place in society as well as to attain competitiveness in the present market and in the organizational environment.
O estudo investiga as práticas de marketing e de endomarketing aplicadas nas bibliotecas universitárias, tendo como objetivo geral analisar as melhores práticas de marketing e endomarketing adotadas pelas bibliotecas universitárias na produção científica do evento Seminário Nacional de Bibliotecas Universitárias (SNBU), entre os anos de 2008 a 2013. A pesquisa, em que foram empregados os métodos quantitativo e qualitativo, é de caráter bibliográfico, exploratório e descritivo. Para efeito de estudo, adota a cientometria, uma ferramenta de pesquisa que permite diagnosticar as práticas. Para analisar os dados, utiliza o campo de pesquisa, por meio da produção científica existente nos anais do evento de Biblioteconomia e Documentação, pelo qual foi possível coletar as práticas de marketing e endomarketing. Os resultados obtidos identificaram as práticas adotadas nas bibliotecas universitárias, o que proporcionou mais esclarecimentos e entendimento quanto ao uso de práticas sugeridas pela literatura como a melhor forma de atrair e encantar clientes. Os resultados obtidos na pesquisa evidenciaram que as bibliotecas universitárias estão preparadas para atender, receber e encantar seus clientes, buscando sempre a inovação tecnológica e competitividade mercadológica, tornando-se um organismo vivo na sociedade. O bibliotecário, gestor e mediador da informação, tem consciência do seu papel na sociedade da informação. Pode-se concluir que as técnicas de marketing e de endomarketing em que se adotam práticas bem definidas e bem estruturadas, utilizando o benchmarking, poderão conduzir a biblioteca universitária a conquistar seu lugar na sociedade e a atingir a competitividade no mercado atual e no ambiente organizacional.
9
Zibani, Patiswa. "Marketing of electronic resources as a tool for information service delivery and access at the University of Zululand." Thesis, University of Zululand, 2017. http://hdl.handle.net/10530/1723.
Full textAbstract:
A dissertation submitted to the Faculty of Arts in partial fulfillment of the requirements for the Degree of Masters in Information Science in the Department of Library and Information Studies at the University Of Zululand, 2018This study investigates the marketing of electronic resources as a tool for information delivery and access at the University of Zululand (UNIZULU). A high degree of adaptable, well designed marketing ethos in the way the UNIZULU library delivers its e-resources offerings is examined. In that regard, the techniques and tools employed for marketing e-resources at the UNIZULU library are explored. The study also assesses access, usage, delivery channels and user awareness towards e- resources. The targeted sample totaled 100 Masters and Doctoral students who were on campus and who used the library services constantly, and six information librarians. Of these 100, only 71 responded, representing a 71% response rate. The study was largely a quantitative research and adopted a survey research design and used two forms of data collection techniques - structured questionnaires and interviews. The findings of the study revealed that postgraduate students were aware of e-resources provided by the library. There was a continuous and fair use of e-resources by the targeted group. The study also revealed that the respondents were aware of the strategies used by the UNIZULU library to market the e-resources. However, the study also revealed challenges. UNIZULU library did not have a well-documented, formal marketing plan. Issues of bandwidth and infrastructure that enhance ease of access and use of e-resources were also revealed. In order to enhance the role of marketing library resources, specifically e-resources, the study recommended that UNIZULU library needs to develop and adopt an e-resources marketing plan that will lay out innovative ways to promote usage and access to the resources. It was also recommended that it should establish key elements that will formalize the plan. It is also recommended that UNIZULU library must develop appropriate strategies to market e-resources to part-time students to create awareness of its support offering at the students’ point of need. It was also recommended that UNIZULU library should invest in training the librarians that are involved in the marketing of e-resources.
10
Pupelienė, Janina. "Strategic directions for the development of academic libraries in the knowledge society." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2007. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20071228_121731-20301.
Full textAbstract:
Because knowledge and information are becoming the vital resources, appropriate organization and management of them is considered to be the guaranty of the welfare of every state, organization and individual. There could be recognized the stronger attention to institutions that are traditionally related to knowledge and information. Because of the growing strategic importance of information and communication technologies in modern organisations, academic libraries remain a significant unit in the institutions of higher education. The theoretical outline of the importance of academic library strategy in the knowledge society in this dissertation is disclosed by exposing the concept of these libraries as organisations, introducing the concept of the evolution of strategy of these libraries, and evaluating changes taking place in the world’s academic libraries. The dissertation introduces a theoretical model of the strategic directions of the academic library developed in the dissertation. This model is proposed by the author of the dissertation as a possible one for the development of academic libraries in Lithuania. The analysis of the possibilities of implementing the designed model in Lithuanian academic library performance accomplished in the dissertation highlights possible obstacles to the modernization of these libraries and the most important and influential circumstances for implementing the model in Lithuanian academic libraries. Analysis of scientific literature, the... [to full text]Tinkamas žinių ir informacijos organizavimas bei valdymas šiandieninėje žinių ekonomikos visuomenėje pripažįstama kaip pagrindinis valstybės, organizacijos ir kiekvieno individo klestėjimo bei gerovės garantas. Aukštojo mokslo institucijos biblioteka (disertacijoje – akademinė biblioteka) žinių ekonomikos visuomenėje išlieka viena iš svarbiausių grandžių informacinio aprūpinimo infrastruktūroje. Pažymėtinas išskirtinis akademinės bibliotekos vaidmuo universitetinių žinių kūrimo ir ypač sklaidos procesuose. Visa tai skatina suformuluoti akademinių bibliotekų vystymosi kryptis įvertinant šias bibliotekas vadybiniu požiūriu. Ginamoje disertacijoje ištirtas akademinių bibliotekų vaidmuo žinių visuomenėje, šių bibliotekų kaip organizacijų samprata bei ypatybės, analizuojama šių bibliotekų strateginio valdymo patirtis. Pažangiausių pasaulio akademinių bibliotekų vystymosi tendencijų kontekste suformuluotos pagrindinės šių bibliotekų vystymosi strateginės kryptys, sukurtas akademinės bibliotekos vystymosi strateginių krypčių žinių visuomenėje teorinis modelis ir ištirtos šio modelio įgyvendinimo Lietuvos akademinėse bibliotekose galimybės. Modelio įgyvendinimo Lietuvos akademinėse bibliotekose galimybių tyrimas išryškino potencialias kliūtis, modernizuojant šias bibliotekas, ir svarbiausias aplinkybes, galinčias turėti įtakos tokio modelio įgyvendinimui. Apibendrinus teorinę ir empirinio tyrimo medžiagą suformuluotos išvados ir rekomendacijos. Teorinė akademinių bibliotekų... [toliau žr. visą tekstą]
11
Nilsson, Mikael. "Låna Dig Rik : om en marknadsföringskampanj för folkbiblioteken i tre regioner och dess mottagande i lokalpressen." Thesis, Linnéuniversitetet, Institutionen för kulturvetenskaper, KV, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-14732.
Full textAbstract:
The marketing campaign ”Låna dig rik” [Get rich by lending] involved 25 public libraries in three regions; Kronoberg, Kalmar and Blekinge. This paper examines 28 news-articles concerning this campaign, found in eight publications in the responding regions. The purpose of this is to determine to what extent the description of the campaign found therein responded to the intents of its founders and to what extent the public had a say in these articles. The result found indicates that the overall image of the campaign presented in the news-articles was well in correspondence with the intents of the campaign itself but that the public views where arguably absent.
12
Persson, Karolina. "Marknadsföringen biblioteket : En fallstudie av Broby bibliotek." Thesis, Uppsala universitet, Institutionen för ABM, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-167090.
Full textAbstract:
The purpose of this master thesis is to use marketing theory on the library’s activities. The marketing theory used is the 4Ps; product, price, promotion and place, as it's presented by Philip Kotler. Because the library can be seen as a service oriented organization Christian Gronroos theory of marketing in the service industry also has been used. A case study of the public library in Broby was made to illustrate how the public libraries’ activities can appear in the light of marketing theory. The library went through a dynamic development during the case study, due to the fact that the library moved to a new location. The staff and their manager are aware of that they work in a certain context. Their target groups have special needs and the groups get their information from certain places which the library take advantage of. They also use the institutional channels in the public sector such as the public schools to get their message out. According to marketing theory the context is essential to be able to adapt the products you promote and how you do it. Price has long not been an issue for the libraries’ services but price can also be non-monetary. Its important to know what this price consist of to be able to lower it. It might also depend on the context. The staff believes in the importance of the services that the library provide to the community and promote it to their users. But the employees feel that there is a misconceptions of the library as a collection of books, which they want to change. Because the library offer intangible goods, services, it is hard to change, because the most tangible the library offers are the books. To be able to grasp the service the user therefore focus on these. To get away from this the library can materialize the library’s services in other ways which takes the focus away from the books.
13
Salgado, Maria Armanda Palma. "Marketing 3.0 nas bibliotecas de ensino superior português: as perceções dos utilizadores e dos profissionais da informação e da documentação." Doctoral thesis, Universidade de Évora, 2014. http://hdl.handle.net/10174/11223.
Full textAbstract:
A adoção e implementação do marketing como filosofia de gestão por parte das bibliotecas académicas permite-lhes conhecer o valor que os utilizadores lhe conferem e, consequentemente, (re)afirmar o papel das bibliotecas no atual contexto de ensino-aprendizagem. Este trabalho tem, assim, como objetivo compreender o papel do marketing 3.0 na criação de valor, tendo-se para o efeito, aplicado uma entrevista e um questionário a utilizadores e profissionais ID. Questiona-se o papel do Facebook, enquanto plataforma mediadora e relacional, ao serviço do marketing 3.0, para efetivar a comunicação e conhecer o valor atribuído às bibliotecas. Apresentam-se as perceções dos utilizadores e dos profissionais ID face à usabilidade do Facebook pelas bibliotecas académicas e, em concreto, face a distintas dimensões (uso da biblioteca, comunicação e marketing, relação com o profissional ID e perceção do marketing). Propõe-se um modelo de vínculo com o utilizador, através da adoção do marketing 3.0, no qual confluem fatores determinantes para a sua aplicabilidade como: sensibilização e formação em marketing; presença nas redes sociais; promoção de responsabilidade social; definição, implementação e avaliação da estratégia de comunicação; e, clarificação do papel do profissional ID, enquanto marketeer 3.0. Conclui-se que as bibliotecas académicas aplicam avulsa e pontualmente ações reveladoras de um vínculo relacional com o público-alvo baseado no marketing 3.0, ainda que não revelem organização, regularidade e normas ao nível de procedimentos comunicativos na forma como o praticam. Infere-se sobre a necessidade da adoção do conceito de marketing 3.0 nas bibliotecas académicas, na qualidade de facilitador de interação, cocriação e inspiração, isto é, no fundo enquanto catalisador da comunicação e da valorização, tanto institucional como individual.
14
Karlsson, Claes. "Att skapa bilden av biblioteket : Åtta bibliotekariers upplevelser av deltagandet i projektet Futurum.kom." Thesis, Uppsala universitet, Institutionen för ABM, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-158844.
Full textAbstract:
In this two years master's thesis a regional project, Futurum.kom, is studied through the experiences of eight librarians from two of the participating libraries. The interviewees have all attended local and regional seminars where questions about core values, target groups and the role of the public library were discussed, among others. The seminars resulted in a number of core values and target groups. During the project, a number of advertising campaigns are to be conducted. The first one of these had recently been implemented at the time of the present study. The aim of the thesis is to investigate the interviewees organizational self-perception in relation to the project. Potential outcomes regarding the professional role are also studied. The thesis takes its theoretical premiss in theories of organizational identity, as well as in the concept of marketing culture. A qualitative method of semi-structured interviews is used. Results show an increased self-reflection, expressed through questioning what the library is, and who it is for. Also, an increased communicative awareness seems to have been developed, partly through the project. Although results are vague, there seems to be an ongoing shift in the organizational self-perception, manifested by an identified need of changed work procedures. In this respect, results indicate that the way of thinking about the library tends to be somewhat less library-centered and reactive, and more customer-focused and proactive, which is generally positively perceived. It is argued that the project can be understood as “management of meaning”; i.e. the project, its target groups and core values, supports a shift towards a stronger marketing culture. Although the core values as such seem to have had various impact, they do play a part in the questioning-process described above. Regarding the larger library, the project in many ways can be said to support the market-oriented approach that has previously been implemented. It therefore seems plausible that the change in organizational self-perception is more profound to the smaller library.
15
Ho, Ieng I. "A study of people's lifestyle, perceived brand benefits, and the use of public libraries in Macau." Thesis, University of Macau, 2008. http://umaclib3.umac.mo/record=b1950726.
Full text
16
Fagundes, Leonardo de Jesus Loura. "Proposta para a padronização dos serviços de bibliotecas escolares: um estudo de caso no Colégio Pedro II." Universidade Federal Fluminense, 2016. https://app.uff.br/riuff/handle/1/4317.
Full textAbstract:
Submitted by Joana Azevedo (joanad@id.uff.br) on 2017-08-22T14:18:17Z
No. of bitstreams: 1
DISSERT Leonardo de Jesus Loura Fagundes 2.pdf: 5996831 bytes, checksum: c041817b54be97700498c2e24d952735 (MD5)Approved for entry into archive by Biblioteca da Escola de Engenharia (bee@ndc.uff.br) on 2017-08-28T17:07:23Z (GMT) No. of bitstreams: 1 DISSERT Leonardo de Jesus Loura Fagundes 2.pdf: 5996831 bytes, checksum: c041817b54be97700498c2e24d952735 (MD5)
Made available in DSpace on 2017-08-28T17:07:23Z (GMT). No. of bitstreams: 1 DISSERT Leonardo de Jesus Loura Fagundes 2.pdf: 5996831 bytes, checksum: c041817b54be97700498c2e24d952735 (MD5) Previous issue date: 2016-11-01
A presente pesquisa objetivou padronizar o processo de Marketing das bibliotecas escolares (BEs) do Colégio Pedro II (CPII) à luz da engenharia de processos de negócios sob o viés das ferramentas de qualidades Diagrama de Ishikawa e Matriz SWOT. Para tanto, escolheu-se o ciclo de vida de Kirchmer como parâmetro para a modelagem dos processos nas BEs, assim como utilizou-se de uma metodologia mais participativa, conhecida como pesquisa-ação. Lançou-se mão de alguns instrumentos de coleta de dados, tais como: questionário; entrevista; reuniões; e grupo de trabalho. A modelagem do processo selecionado foi realizada via software Bizagi, cuja metodologia é Business Process Model and Notation (BPMN). Fez-se a análise dos dados do processo de Marketing no estado atual (As Is) e uma prospecção futura do estado desejado (To Be). Conquanto, utilizou-se dos instrumentos de qualidade para averiguação do estado atual do processo escolhido. Por fim, propôs-se a implementação do deste processo, com ênfase em projetos, a todas as BEs, com a subdivisão de projetos de cunho "permanente" e "itinerante", de forma a dar maior visibilidade a quem serve - os agentes sociais de transformação - e a quem é servido. Conclui-se que o processo em questão é insipiente e incipiente dentre os processos identificados nas BEs do CPII e as do Brasil, demandando mais esforços para a sua consecução efetiva e servindo de modelo para outras unidades de informação.
This study aimed to analyze the process of Marketing of the school libraries (BEs) of the Colégio Pedro II (CPII) in the light of Engineering Business Processes under the bias of quality tools Ishikawa Diagram and SWOT Matrix. Therefore, the Kirchmer life cycle was chosen as a parameter for the modeling of processes in BEs, and a more participatory methodology known as action-research was used. This study employed some data collection tools such as the questionnaire, interview, meetings, and working group. The review of the applied literature was developed through influences of best practices under a foreign national scope, following precepts of bibliographic and documentary level research. The modeling of the selected process was carried out through software Bizagi, the methodology in which is Business Process Model and Notation (BPMN). There was an analysis of data from the Marketing process in the current state (As Is) and a future prospect of the desired state (To Be). However, the both quality instruments were used to investigate the current state of the choosen process. Finally, the implementation of the Marketing process, with an enphasis on projects, to all BEs work, with the subdivision of "permanent" and "itinerant" projects, in order to give greater visibility to those who serve - social processing agents - and those who are served. It was concluded that the process in question is incipient and very limit from the processes identified in the BEs of CPII and other information units in Brazil, demanding more efforts for their effective achievement and serving as a model for other librarys.
17
Pupelienė, Janina. "Akademinių bibliotekų vystymosi strateginės kryptys žinių visuomenėje." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20080221_123856-39543.
Full textAbstract:
Tinkamas žinių ir informacijos organizavimas bei valdymas šiandieninėje žinių ekonomikos visuomenėje pripažįstama kaip pagrindinis valstybės, organizacijos ir kiekvieno individo klestėjimo bei gerovės garantas. Aukštojo mokslo institucijos biblioteka (disertacijoje – akademinė biblioteka) žinių ekonomikos visuomenėje išlieka viena iš svarbiausių grandžių informacinio aprūpinimo infrastruktūroje. Pažymėtinas išskirtinis akademinės bibliotekos vaidmuo universitetinių žinių kūrimo ir ypač sklaidos procesuose. Visa tai skatina suformuluoti akademinių bibliotekų vystymosi kryptis įvertinant šias bibliotekas vadybiniu požiūriu. Ginamoje disertacijoje ištirtas akademinių bibliotekų vaidmuo žinių visuomenėje, šių bibliotekų kaip organizacijų samprata bei ypatybės, analizuojama šių bibliotekų strateginio valdymo patirtis. Pažangiausių pasaulio akademinių bibliotekų vystymosi tendencijų kontekste suformuluotos pagrindinės šių bibliotekų vystymosi strateginės kryptys, sukurtas akademinės bibliotekos vystymosi strateginių krypčių žinių visuomenėje teorinis modelis ir ištirtos šio modelio įgyvendinimo Lietuvos akademinėse bibliotekose galimybės. Modelio įgyvendinimo Lietuvos akademinėse bibliotekose galimybių tyrimas išryškino potencialias kliūtis, modernizuojant šias bibliotekas, ir svarbiausias aplinkybes, galinčias turėti įtakos tokio modelio įgyvendinimui. Apibendrinus teorinę ir empirinio tyrimo medžiagą suformuluotos išvados ir rekomendacijos. Teorinė akademinių bibliotekų... [toliau žr. visą tekstą]Because knowledge and information are becoming the vital resources, appropriate organization and management of them is considered to be the guaranty of the welfare of every state, organization and individual. There could be recognized the stronger attention to institutions that are traditionally related to knowledge and information. Because of the growing strategic importance of information and communication technologies in modern organisations, academic libraries remain a significant unit in the institutions of higher education. The theoretical outline of the importance of academic library strategy in the knowledge society in this dissertation is disclosed by exposing the concept of these libraries as organisations, introducing the concept of the evolution of strategy of these libraries, and evaluating changes taking place in the world’s academic libraries. The dissertation introduces a theoretical model of the strategic directions of the academic library developed in the dissertation. This model is proposed by the author of the dissertation as a possible one for the development of academic libraries in Lithuania. The analysis of the possibilities of implementing the designed model in Lithuanian academic library performance accomplished in the dissertation highlights possible obstacles to the modernization of these libraries and the most important and influential circumstances for implementing the model in Lithuanian academic libraries. Analysis of scientific literature, the... [to full text]
18
Carlzén, Carin. "Kan en lockande och informativ webbplats marknadsföra ett bibliotek? : tankar om webbplatsens roll i stadsbiblioteks marknadsföring = [Can an attractive and informative web site function as marketing source for a library?] : [thoughts about the role of the web site in the marketing of public libraries] /." Borås : Högsk. i Borås, Bibliotekshögskolan/Biblioteks- och informationsvetenskap, 2004. http://www.hb.se/bhs/slutversioner/2004/04-27.pdf.
Full text
19
MacDougall, Jennifer. "Marketing principles and practice in public libraries in the United Kingdom and Republic of Ireland : a qualitative analysis of strategy development and implementation, including a comparative study of local authority leisure services." Thesis, Loughborough University, 2000. https://dspace.lboro.ac.uk/2134/7380.
Full textAbstract:
The thesis investigated the application and implementation of marketing practices in public library services in the UK and Republic of Ireland, using local authority leisure services as a comparator. The empirical research included both qualitative and quantitative methodologies to assess marketing strategy development in public libraries, using a comparison with local authority leisure services to provide a contextual framework. The research covered the period 1991-1999, using a triangulation approach of national questionnaire surveys, case study interviews and document analysis, as well as extensive reference to the relevant literature. The research was conducted during a period of increasing economic, political and social pressure to improve the effectiveness and efficiency of public sector services. The growth of consumerism in the 1980s and 90s had increased pressures on public libraries to provide an even wider range of quality services at a time of financial restraint. The hypotheses for the research were: that marketing principles, which have been modified to meet the needs of not-for-profit services, are essential for the delivery of effective public library services; the successful implementation of such relevant marketing principles and practice in public library services is dependent on a range of organizational, environmental and cultural constraints. The research found the hypotheses to be valid; there were a number of significant constraints on public library marketing, including government legislation, budget reductions, local government reorganization, and a lack of marketing awareness and customer orientation. Recommendations included the fundamental reorientation of library service delivery from a product orientated organization to a customer focused service; further research to investigate the linkages between marketing tools and the principles of total quality management; and research into the marketing training and continuing education needs of senior managers, the marketing awareness of elected members, and the in-house training of all library staff in marketing theory and techniques.
20
Alassaf, Abir. "Construction d’une offre de services pour le public universitaire en Syrie- Une approche managériale." Thesis, Lyon 2, 2011. http://www.theses.fr/2011LYO20074/document.
Full textAbstract:
Aujourd’hui, les bibliothèques universitaires (BU) en Syrie sont confrontées à une évolution de leur environnement liée en grande partie à la mutation de l’enseignement supérieur et l’arrivée de nouvelles technologies. Ainsi, les BU se trouvent dans l’obligation de s’interroger sur la pertinence de leurs offres de services. En effet, les besoins et les attentes des universitaires ne sont plus les mêmes qu’auparavant. Ces bibliothèques doivent, par conséquent, suivre cette évolution et répondre à leurs nouveaux besoins pour pouvoir survivre dans un contexte où elles ne sont plus la seule source d’information. L’objectif de cette thèse est de contribuer à la réflexion sur l’adéquation entre l’offre et les besoins. Pour y parvenir, des enquêtes quantitative et qualitative ont été menées auprès d’étudiants, d’enseignants, de dirigeants et de bibliothécaires dans cinq universités syriennes. Cette enquête a été réalisée dans le but de connaître la situation actuelle des BU et des besoins informationnels de leurs publics. Nous avons, ensuite, élargi et diversifié la gamme de services proposés aux universitaires tout en partant de leurs besoins tant exprimés qu’implicitesToday, in Syria, university libraries are facing an actual change in their environment. This change is largely due to the evolution of higher education and the advent of new technologies. In this context, university libraries have to question the relevance of their services. Indeed, information needs have evolved and are no longer the same as before hence libraries need to adapt to evolution by meeting new needs in a context where they are no longer the only source of information. This thesis aims at contributing to reflection on adequacy between supply and service needs. To achieve this goal, a quantitative and a qualitative survey was conducted among students, professors, managers and librarians in Syria to have a clear understanding of the current situation of university libraries and information needs of their publics. We then expanded and diversified the group of services and provided the academics with the basis of their stated and implied needs
21
Käck, Camilla. "Pop-up-bibliotek : På gränsen mellan uppsökande verksamhet och PR." Thesis, Uppsala universitet, Institutionen för ABM, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-308426.
Full textAbstract:
This master’s thesis in Library and Information Science examines the phenomenon ”pop up library” and how public libraries are working with projects within this area. The method to collecting data is qualitative interviews with represents from five libraries in Sweden. The theoretical framework mainly consists of theories from mar- keting management especially adapted for non-profit organizations and libraries. The main results of the study shows that the purpose of why the libraries are using this method is to attract new users, make the library more available, marketing the library, work with reading promotion, start up and/or develop cooperation’s with other organizations or units within the municipality. One desire with the pop up libraries is to attract people to also visit the physical main library but there is also a fear among the informants that some people will think that the pop up library is the only library in the community. Common factors seen in my informants view of pop-up library are: temporary, unexpected and adapted for the target audience and the environment. Pop up libraries is much about relationships, to build and develop relationships with both partners and prospective users. Pop up libraries can be seen as buzz marketing, an effective way to advertise with small means. By making them into "a hot topic" it generates a buzz and publicity in local media. The pop up libraries in this study are primarily implemented as projects, funded by external project funding. They do not require as much resources to implement but is more difficult to engage in regular activities. The opportunities that libraries see with the pop up library concept is to continue to reach out to new audiences by using new creative ways. This is a two years master’s thesis in Archive, Library and Museum studies.
22
Doucette, Wendy C. "Promote Yourself and Your Work: Self-Marketing for Librarians." Digital Commons @ East Tennessee State University, 2016. https://dc.etsu.edu/etsu-works/5369.
Full textAbstract:
Learning outcomes: Perform an honest self-inventory of professional strengths and weaknesses Map your inventory to a realistic action plan Market the value of your work to your organization and your community
23
Doucette, Wendy C. "You’re Amazing, Now Let’s Show It: Self-Marketing the Wonder of Librarians." Digital Commons @ East Tennessee State University, 2016. https://dc.etsu.edu/etsu-works/5362.
Full textAbstract:
We know librarians are incredibly capable, talented people. Why, then, do so many of us have trouble shining the spotlight on ourselves? Learn how to promote yourself and your projects confidently and effectively with these real-life strategies and easy-to-use free tools. We do amazing things every day that aren't widely known because we're too reluctant or shy or ill-equipped to talk about them. Let's get over that together!
24
Cimbolaitienė, Egidija. "Elektroninių paslaugų plėtra akademinių bibliotekų tinkle." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2006. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2005~D_20060317_142918-19294.
Full textAbstract:
Offering of electronic public services has become one of the principal parts of strategy of many governments all over the world. One of the 20 public services envisaged in program documents of the European Union is a service designated for citizens “Public libraries (availability of catalogues, search tools)”, that has to ensure open access to regional and global information resources. However taking into account the tasks that emerge when academic libraries start to create knowledge society it is very important to evaluate the spectrum of electronic public services provided exactly by academic libraries, possibilities of their quality and effectiveness improvement, and perspectives of their development.
25
Tolley, Rebecca. "How to Manage Your Library’s Social Media Identity." Digital Commons @ East Tennessee State University, 2010. https://dc.etsu.edu/etsu-works/5746.
Full text
26
Bergström, Sara. ""Vi ska inte sitta här och tro att folk ska komma till oss" : En kvalitativ undersökning av några halländska bibliotekariers syn på marknadsföring avbarnavdelningenpå folkbibliotek." Thesis, Uppsala universitet, Institutionen för ABM, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-176003.
Full textAbstract:
This two years master’s thesis takes interest in the concept of marketing related to the Children’s Library. The purposes have been to investigate the perception of marketing among a few librarians working at the Children’s Library in the Swedish region of Halland and further to analyse their perception of marketing in the daily work at the library. Eventually to analyse the consequences of these librarians approach to marketing related to their perception of the library’s mission. The Regional aspect of the survey is due to the 2011 celebrated report about marketing the library. The theoretical framework is twofold, the marketing mix is used to understand what at the library could be used in marketing. The work of the Danish scholars Henrik Jochumsen och Casper Hvenegaard Rasmussen are used to understand the different functions of the library. Their theory present the library’s four different func-tions illustrated as "spaces". The spaces are the inspiration space, the learning space, the meeting space and the performative space. By those means the librarians perception of marketing in their everyday work have been analysed. The method used is qualitative, semi-structured interviews. Results show that the majority of the librarians preferred the vague word "visibility" to marketing. The con-cept of marketing was more seen as something communicated to users by posters and leaflets. When asked about interpersonal relations, accessibility and communication the librarians saw these concepts as important thought not obviously related to marketing. The spaces of inspiration and performance were more strongly connected to marketing than the learning space and meeting space. There is an urgent need to discuss the concept of market-ing in relation to the role of the library. This is a two years master’s thesis in Library and Information Studies.
27
Li-hsuan, Liu, and 劉莉萱. "A Survey of Library Marketing and Librarians’ Attitudes toward Marketing in Rural Libraries." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/71619477242227721589.
Full textAbstract:
碩士輔仁大學
圖書資訊學系
96
Marketing has played an important role in our society. In recent years, marketing library services has drawn great attention in the field of library and information science. In Taiwan, rural libraries are in the majority of public libraries. Librarians’ attitudes toward marketing might relate to how rural libraries’ use of marketing strategies to improve library services. The purposes of this study were to survey the activities and involvement of marketing activities in rural libraries, and librarians’ attitudes toward marketing of library services. The results of this study indicated most rural libraries did not have full-time marketing personnel and lack of budget for marketing. The most majority of marketing activities among rural libraries was promoting library services. Publicity and promotion were two marketing activities most frequently done by rural libraries. Overall, respondents had positive attitudes toward library marketing. However, differences were observed among different background of librarians. Factor analysis from the survey of questionnaire items also revealed several constructs in librarians’ attitudes toward marketing that can be applied in future studies.
28
Lowry, A. Kay. "Faculty marketing analysis of community college libraries and the relationship of marketing activities to utilization." 1995. http://books.google.com/books?id=q7bgAAAAMAAJ.
Full text
29
Kulovany, Lukas, and Jan Soukup. "Marketing strategy of public and academic library, Case Study." 2007. http://hdl.handle.net/10150/106171.
Full textAbstract:
Not a long time ago, marketing was almost unrecognised and surely marginalised conception for libraries. Nowadays the situation is changing for the better. The libraries tend to slowly change their old passive management strategy for active market behaviour, there is a tendency to â go an extra mile for the clientâ .
In my opinion it is the only way how to compare favourably in current competitive environment and not become obsolete and outmoded.
The aim of this case study is to compare the marketing of two different sorts of libraries â academic library and public library. For the academic library we have chosen the SWOT analysis type of survey, for the public library the â four Pâ method. Considering the dissimilarity of those two sorts of libraries we regard the methods as the most appropriate.
The objective of our case study is to verify the presumption that the public library has to make much bigger effort in its active market behaviour than the academic library.
30
Lu, Ming-hui, and 呂明慧. "Research on Experiential Marketing in the Public Libraries." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/87704011079724752653.
Full textAbstract:
碩士國立臺北教育大學
文化產業學系暨藝文產業設計與經營碩士班
98
A nation's competitiveness relies on its people's reading ability. The resources in the public libraries of Taiwan's grassroots society play critical roles in improving Taiwan's competitiveness, highlighting Taiwan's city cultural construction and allowing the Taiwan people to become more cultured. The management of public libraries has developed from "We go to the library" to "The library comes to us". This will attract people to go to libraries, allow libraries to have multiple functions and create valuable experiences for people. This in turn will allow libraries to not merely be places where people read and borrow books but also be places for publishing, art performances, learning and a center for experiencing community living. The research subjects of this study are libraries who have won architectural awards in Taiwan and who received awards at the 1st Gold Library Awards (The National Outstanding Public Library Award). This study uses the Schmidt (1999) Strategic Experiential Modules (sense, feel, think, act, relate,) and Experience providers (library resources, activities, environment, people) as its theoretical foundations for finding out the experience elements that library management and marketing personnel can use. The Kano model will be used to categorize and analyze the experience elements and explore the relation between the experience marketing that public libraries use and reader satisfaction. The results of this study can be used as a reference for library management in implementing experience marketing and as a tool for library differentiation. This study recommends that in the future, when library management draws up their marketing strategies, they can use the experience matrix to design a comprehensive experience marketing plan and use the Kano model to conduct empirical studies to minimize unnecessary resource waste, create more amazing things and value and finally achieve the ultimate goal of public libraries and readers.
31
Huang, Hui-Jan, and 黃慧娟. "Internet marketing for electronic information services in university libraries." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/73875285245214352692.
Full text
32
Chang, Yi-Hui, and 張義輝. "Applying the YouTube Video-sharing Website in Marketing Academic Libraries." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/46811862768361571529.
Full textAbstract:
碩士國立中興大學
圖書資訊學研究所
98
Due to the ease of uploading, managing, sharing and viewing, together with free uses and marketing effectiveness, the YouTube video-sharing website, established in 2005, has gained great popularity and been regarded as a new media and marketing engine. In the Library 2.0 era, academic libraries could provide resources and services through the YouTube. The author intended to achieve the following aims in the study: to understand and analyze academic libraries’ current uses of the YouTube; to probe into the academic communities’ uses of library resources through the YouTube and factors of influence and marketing effectiveness; to synthesize experience and opinions of the academic communities. The author first employed the method of content analysis to study videos uploaded to the YouTube by the academic libraries and the library related communities. A total of 1,690 videos in 67 academic library channels and 157 videos in 56 library related community channels were analyzed. Then, a model was constructed according to the Experiential Marketing Model and Technology Acceptance Model to measure the factors of influence on the YouTube marketing effectiveness. Finally, questionnaires were circulated to gather information and opinions on library resources used through the YouTube by the academic communities. The study reached the following conclusions : (1) The majority of faculty and students at National Chung Hsing University use the YouTube video-sharing website often. The usage demonstrates that it is a good marketing engine to get close to libraries’users. (2) Faculty and students agree on the ease and interactivity of use of the YouTube. They trust in and hold a positive attitude to libraries’ channels and videos.They consider that libraries’ channels and videos are beneficial for utilizing libraries.(3) Characteristics of library channels and videos and characteristics of the YouTube website can be measured by the entertainment-immersion-novelty factor, the information-education-credibility factor, the ease-of-use factor, the community factor, and the interactivity factor. (4) Faculty and students’ attitudes of use, perceived usefulness and characteristics of library channels and videos have significant impacts on the effectiveness of marketing by academic libraries through YouTube .(5) The subjects of videos uploaded to YouTube by academic libraries are plenty and diverse. The more videos uploaded, the more they are used. (6) The lengths of videos uploaded to YouTube by academic libraries vary depending on the subject classes. Most videos are less than 5 minutes. (7) Special collection units, digital collection units or reader service units in academic libraries actively apply YouTube to market digital collections or provide library instruction services. (8) The most common applications of the YouTube in academic library websites are the video collection pages and the embedded YouTube video windows. (9) Academic libraries could take a lesson from the fact that database vendors make active use of the YouTube.
33
Sokol, Dominika. "Developing Marketing Strategies for dLIST and the LIS Commons." 2007. http://hdl.handle.net/10150/105096.
Full textAbstract:
This paper, accompanied by a short workshop, introduces the development of marketing tools and strategies used to promote the LIS Commons and its basic infrastructure provided by dLIST. dLIST (http://dlist.sir.arizona.edu) â Digital Library of Information Science and Technology â was established at the University of Arizona in Tucson in 2002 as a cross-institutional, subject-based, open access digital archive for the Information Sciences, including Archives and Records Management, Library and Information Science, Information Systems, Museum Informatics, and other critical information infrastructures. dLIST currently contains approximately 800 documents and its registered user base has surpassed 1200. With the recent foundation of LIS Commons â an international consortium for scholarly communication in information science, dLIST has entered a new phase. The main goal of LIS Commonsâ members (schools as well as individual researchers) is to encourage their faculty to use and further develop the cross-institutional, interdisciplinary repository based on dLIST. This task requires a new marketing strategy corresponding to the current competitive environment. The dLIST approach and effort to fulfil these needs is discussed. During the workshop the main structure, interface, and functions of dLIST will be introduced as a part of the dLIST marketing strategy.
34
SHEN, TONG-LING, and 沈彤玲. "Research on Service Marketing Strategies and Current Situations of Public Libraries." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/4rhmzp.
Full textAbstract:
碩士輔仁大學
圖書資訊學系碩士班
107
In recent years, libraries have used the concept of marketing to promote resources and services, with a "Reader-oriented" approach. On this basis, the use of marketing strategies to provide readers with better resources and services is important for public libraries.This study analyzes the 7P strategy of library service marketing, including products, prices, places, and promotion, process, physical evidence, and people, applied to the public library.The purpose of this study is to understand the 7P strategy practice of public library service marketing, summary of relevant literature, develop an interview outline, and use qualitative in-depth interviews, and collect 20 practical experiences of relevant marketing work librarians in the national public libraries and the municipal public libraries in Taiwan. The conclusions of this study are summarized as follows：The public library service marketing 7P strategy practice, as follows, (1) products: provide unique resources, create a diversified reader service, Using new technology equipment, meet the needs of readers. (2) price: A fee-based project that provides free services for user and the concept of making users pay for the goal of lifelong learning. (3) place: Physical places for user convenience library resources and services, and use the network to understand service information of the public library. (4) promotion: Use traditional marketing to enhance publicity and make full use of technology promotion. (5) process: Conduct detailed preliminary planning and check the results as a reference for future activities.(6) physical evidence: Good new buildings to attract people and arrange the best venues for events, and create a comfortable reading environment. (7) people: Marketing librarians with multiple knowledge and skills, and citing volunteers to become the auxiliary force of public library. The difficulties in public library marketing, including (1) The quality of marketing personnel is insufficient, need to adjust human resources; (2)Lack of marketing funds, need to allocate quotas appropriately and seek funding outward; (3) Sudden conditions test the adaptability of librarians; (4)Unexpected problems with the site and equipment, think about the solution first; (5) Constant changes in user reading habits, need to continuously improve services to respond to people's needs. Public library marketing practices and strategies for fine-tuning management procedures within the library, for the outside, seek cooperation opportunities. The marketing efficiency of public libraries mainly including: (1) The benefits of library marketing to libraries; (2) The benefits of library marketing to readers. Finally, the present study results are provided for domestic public library managers, educators in the library of library information, and interested in investing in library marketing workers as a reference.
35
Hung, Sheng Chieh, and 洪聖傑. "A Study on the integrating community resources to the marketing of rural libraries." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/23614707488799395516.
Full textAbstract:
碩士國立政治大學
圖書資訊與檔案學研究所
96
Rural libraries had become community resource centers after cooperated with communities. This is an important goal to the present rural library. However, there are still many issues to be resolved, including the lack of awareness of community resources and funding, human resources lacked. These problem formed obstacles to the development of rural libraries. This research focus on the marketing experience from those rural libraries which integrating community resources well, and expected to provide good examples to the future rural library’s management. The purpose of this study is to understand the successful marketing experience of rural libraries. The themes are as follows: (1) How rural library explore the community resources and to seek cooperation? (2) What types of community resources utilization? (3) What kinds of the benefits brought by integrating community resources to the rural library marketing? (4) What kind of difficulties will appear in the process of marketing? (5) How rural library respond to these problems? This study used case studies and interview as the research methodology. The interview objects are choosen from the rural libraries in Taipei and Ilan County, including Shenkeng, Wanli, sindian, Nanao, Ilan and Jhuangwei. The interviewer contains the rural library staff and the community members. For the community resources exploring, the rural library should have three priorities: (1) understanding the community resources fully, (2) managing public relations actively, (3) the cooperation among library and the community must be mutual beneficial. The type of community resources that rural libraries use can be divided into four categories:(1) culture Resources, (2) institutional resources, (3) human resources; (4) natural resources. The benefit which brings for the library including (1) the reading population growth; (2) establishes the characteristics of library; (3) increases the populace’s sympathy to the library. The benefit brings for the community includes (1) promotion the reading atmosphere; (2) provides the opportunity for populace to grow and study (3) impetus to community develops. The problems that the rural Library may faced in the process of marketing including (1) lack of resources, (2) the different perception between library and community, (3) political interference in professional, (4) lack of innovation and action. In order to solve these problems, rural libraries should (1) play important role to integrate community resource, (2) enhance interaction with the community, (3) promote government officer’s attention to the library. Finally, the suggestions for future development about the integrating community resources to the rural library marketing are as follow: (1), the reform of rural library system, let the library management follow the professional practice. (2) government should pay attention to the development of rural libraries continuously, and provide appropriate assistance, (3) rural libraries should establish its own mission, play important role in community development, (4) construct and integrate the community resources database, (5) strengthen the training of personnel to meet the real demand.
36
YEH, YA-FANG, and 葉雅芳. "Marketing for the Staff-less Library: Case Studies of Intelligent Libraries in Taipei." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/f554vw.
Full textAbstract:
碩士國立臺北大學
公共行政暨政策學系
102
The purpose of the research is to explore the status of marketing with case studies of intelligent libraries in Taipei. Expect to find out shortcomings of marketing so that library resources can be more people know and use, and improve the city of reading. Therefore, two research methods were employed in this research including literature analysis and in-depth interview. There were fifteen interviewees who accepted the interviews, included the library internal staff, readers and scholars to explore the marketing status of intelligent libraries in Taipei basing on library marketing theory, including the marketing environment, marketing objectives, marketing mix, and marketing effective. According to these results and offer several suggestions. The findings of the research include: 1.Through the SWOT analysis, understanding the internal environment (strengths, weaknesses) and external environment (opportunities, threats) of intelligent libraries in Taipei, so that we can grasp the opportunity for future development. 2.The comparison between the marketing objectives of intelligent libraries in Taipei and the purpose of its establishment, discovered both are consistent and interviewees reach a consensus on the marketing objectives. 3.From the seven marketing mix analysis, the researchers discovered the marketing effect of intelligent libraries in Taipei which has more far-reaching factors are "promotion" and "procedure" two aspects, so its marketing mix is still shortcomings. 4.Analysis of the interview, findings for marketing effect were the low degree of public recognition for intelligent libraries in Taipei, the channel of communication should diversify, and the low degree of public perception of marketing effect, in sum, it needs to improve the marketing effect.
37
Ísleifsdóttir, Íris Alda. "The implementation of e-books into Icelandic libraries." Thesis, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21109.
Full textAbstract:
This study examines whether librarians’ views on ebooks in libraries can impact the potential success of ebooks in libraries. Because of the lack of research available concerning e-books in Iceland a preliminary research was conducted to gather information on the current situation in Iceland. Following a survey was sent out to all libraries with access to Rafbókasafnið to examine their opinions and perception on e-books. Because of a small response rate, the data was observed from the perspective of a qualitative research. This study used Winston’s theory of innovation and Rogers’ diffusion of innovation to look at important factors needed for the successful diffusion of an innovation. The study found that overall it seemed that the librarians’ perception of e-books was quite positive. However, the perspective of the individuals seemed to be affected by the societal structure and societal needs within their community which seemed to have a greater effect on the individual than their characteristics did. The study also revealed that there was a clear hindrance in the diffusion process of the e-books with the lack of Icelandic e-books available. This also seemed to lead to a lack of effort from the librarians in marketing this new e-book service. Marketing did not seem to be of high priority with the librarians who preferred direct contact with patrons.
38
Kunneke, Kathleen Joey. "The paradigmatic shift of service organisations : a proposed marketing model for South African university libraries." Diss., 2001. http://hdl.handle.net/10500/17152.
Full textAbstract:
Rapid changes in the economic and world order have made it imperative for university libraries to make a paradigm shift from prestige collection building to a marketing philosophy as their strategic directive. This philosophy would direct university libraries towards decision making around customers' real needs and preferences, aligning organisational competencies and processes with these needs, resulting in more effective service delivery.
Changes in the world order, economics and marketing as a philosophy are presented on a time line, revealing the influence developments in technology and the Internet have brought about. Various views on the influence of these changes in the world order are presented.
Marketing in service organisations is encapsulated in a service marketing triangle. Competitive advantage for the university library should be achieved if the internal processes of the library are analysed in the context of a value chain. A proposed marketing model has been presented to direct strategic thinking in the university library.Information Science
M. Inf.
39
may and 永美華. "A Study of Internal Marketing and Satisfaction of the Military Libraries in Taiwan, R. O. C." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/81838002674311844729.
Full textAbstract:
碩士樹德科技大學
經營管理研究所
94
This thesis establishes a thinking structure for internal marketing and satisfaction theory that can help to describe the service system of a military library in the future. The internal marketing and satisfaction of a library is not only a concept but it also includes a set of feasible techniques and procedures. Today, both public and university libraries need to pay more attention on the internal marking to insure a good service to all the customers such as the public users, academic researchers, teachers, and the students. And all the military college libraries are required to develop the internal marketing activity to satisfy all the users as well. How to promote the military library to be a place of happily librarians and a high quality service to the customers is extremely an important studying issue. This thesis, through the statistical analysis study, discusses the factors between the internal marketing and satisfaction of ten military libraries in Taiwan. The study defines the employees as internal customers to implement the marketing activities and explores the job satisfaction factors between the employees and the users of the military libraries. The results from this study are expected to figure out individual satisfaction factor of happily librarian to improve the military library administration in the future. The methodology of this study uses the questionnaire to ask the current military librarians in Taiwan about the internal marketing and satisfaction of their service. By using the SPSS analytical tool, six related factors, such as “the education training” etc., are established to promote the service quality in the military library. The collected questionnaire is 45 effective copies out of 50 (90%). Most of librarians are female (80%). About 46% of the librarians have more than 16 service years. About 33% of the librarians are in 31 to 40 ages. About 47% of the military librarians graduated from colleges and 78% of them are specialized in library service. This study shows that military librarian background has no any relation to the internal marketing and satisfaction. But all the six factors established have highly relationship to the internal marketing and satisfaction of service. It is expected that the study result is a helpful reference to the administration of all the military libraries in Taiwan.
40
Jayasundara, Chaminda Chiran. "Developing a model for prodicting customer satisfaction in relation to service quality in University libraries in Sri Lanka." Thesis, 2009. http://hdl.handle.net/10500/3194.
Full textAbstract:
Customer satisfaction, from the service quality perspective, has emerged as a new modus operandi for assessing customers’ perceptions and/or expectations of services in order to re-orient and regulate existing services. University library administrators in Sri Lanka, realising the necessity of complying with customer perception of high quality service, have begun to search for alternative ways to satisfy their clientele on the basis of service quality. This study therefore aims to meet this need by developing a model to assess the extent to which service quality indicators and other explanatory attributes may be used to predict customer satisfaction, from a service quality perspective. The research process used in the study was the “onion model,” which involved a combination of positivist and phenomenological inquiries that led to the use of qualitative and quantitative approaches in line with the purpose of the study, which was exploratory in nature and searched for causality. The design of the study involved two main stages: the exploratory stage and the main stage. In the exploratory stage, attributes and domain identification of service quality was carried out with a sample of 262 subjects. Based upon the exploratory study, four provisional models were constructed and tested in the main study, using a sample of 1840 subjects. The model based on the performance-only paradigm and the linearity assumption between the constructs was found to be the best parsimony model that provided for enhanced predictive performance, calibration and potential insight into attributes and domain relevance. Regarding overall satisfaction, responsiveness, supportiveness, building environment, collection and access, furniture and facilities, technology and service delivery as quality domains, involvement with the service, and knowledge of the customers as situational attributes and age, member category, university and gender as socio-demographic attributes were found to be significant. The final model may be used to design a simple measurement or monitoring process of library performance, and it may also be a useful tool for diagnosing service quality locally. This research further provides a keystone for other studies and may also stimulate the momentum of current research on service quality and/or customer satisfactionInformation Science
D. Litt. et Phil. (Information Science)
41
Moura, Pedro Rafael Fialho de Oliveira. "A utilização do blogue na Biblioteca Escolar enquanto ferramenta de Marketing da Informação." Master's thesis, 2012. http://hdl.handle.net/10437/3838.
Full textAbstract:
Orientação: Gisélia Felício ; co-orientação: Carlos PinheiroO presente estudo avalia as potencialidades do blogue como ferramenta de marketing nas bibliotecas escolares, nomeadamente para difundir o acervo documental existente, para desenvolver a comunicação entre a gestão da biblioteca escolar e os seus utilizadores ou potenciais utilizadores e adequar as tomadas de decisão da gestão da mesma às reais necessidades desses utilizadores. O estudo revela-se pertinente, uma vez que hoje em dia as tecnologias estão presentes nas escolas portuguesas em geral e nas bibliotecas escolares em particular. Para efetuar esta investigação, procedeu-se à elaboração de dois questionários que depois de testados, foram lançados a alunos e professores bibliotecários ou membros da equipa responsável de quinze blogues do distrito de Lisboa. Os questionários dirigidos a alunos de escolas que utilizam blogues nas suas bibliotecas, bem como os dirigidos aos respetivos coordenadores permitem concluir que os frequentadores dos blogues estudados mostram algum desinteresse nos mesmos e que dividem o seu tempo por outras redes socias e sítios da Internet. A atualização dos blogues parece ter uma influência direta positiva na frequência dos mesmos por parte dos alunos. Os professores inquiridos referem a falta de tempo como a maior dificuldade para a atualização do blogue. Face às conclusões a que se chegou neste estudo considera-se pertinente que venha a existir uma reflexão sobre as razões da não interação direta com os alunos e sobre a alteração de comportamentos nas práticas diárias dos docentes, por forma a mostrarem aos frequentadores da biblioteca e do blogue a importância das suas contribuições e comentários.
The present study aims to assess the blog’s potential as a marketing tool for a school library, particularly to spread the existing collection of documents, to develop the communication between the school library’s management and its real or potential users to adapt the decisions to the real needs of those users. The study seems appropriate because technologies are present in Portuguese schools in general and in school libraries in particular. In order to perfom this investigation we created two surveys, that after being tested, were applied to students in fifteen school libraries with blogs and to their managers within the district of Lisbon. The results indicated that the studied blogs users showed a lack of interest in them and that they divide their time for other social networks and websites. The blogs’s update seems to have a positive influence on students’ frequency. However, the teachers expressed the lack of time as the greatest difficulty in this update. By taking into account the conclusions, this study proposes a reflection on the reasons for the lack of students’ interactions and on behavioural changes in teachers’ daily practices to show the library and blog’s users the importance of their contributions and comments.
42
Danielsson, David. "A study of how hospital libraries can view the patients as a target audience." Thesis, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21363.
Full textAbstract:
The study examines how hospital libraries view patients as a target audience and their usage of the library’s analogue and digital collections, as well as what functions hospital libraries can perform for patients. There is a knowledge gap in the literature regarding the way that hospital libraries have viewed and formed relationships with the patients. The theory emphasizes relationships between the library and its user groups. The method for gathering empirical data was mainly qualitative semi-structured interviewing, which were conducted with the head of the library, a nurse and a voluntary staff, as well as qualitative content analysis of the webpage and policy document. The analysis of the empirical data and theories concluded that in a relationship marketing context the patient group corresponded to the customer market place, the nurse to the referral market and the voluntary staff to the influencer market, making the connection between the library and the customer market heavily relying on other markets in the model by Payne et al. (2005). The digital collections have mostly been built with the hospital staff in mind with the aim of aiding evidence-based health care. There is a lack of knowledge among the patients about the library’s existence and services. A potential is the patients’ own technological devices in reaching the library’s website and interacting with the staff. The hospital library has a “dually empowering effect”, referring to the physical space as a calm place to relax and finding literature in relevant fields. The aim is normalization of the patient. The lacking of resources calls for innovation, relationship building and collaboration between the parties in order for the library to reach the patients, here relationship marketing has potential.
43
Cheng, Shu-Li, and 鄭淑麗. "A Study of Internal Marketing and Job Satisfaction of the Vocational College and Institute Libraries in Taipei City and County." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/44680447257707843041.
Full text
44
Pinto, Isabel Gomes. "Produtos e serviços de informação nos websites das bibliotecas da Universidade de Lisboa: um contributo para a sua avaliação." Master's thesis, 2014. http://hdl.handle.net/10362/14783.
Full textAbstract:
A presente investigação visa verificar a oferta de produtos e serviços de informação
nos websites das bibliotecas da Universidade de Lisboa (UL) e avaliar o impacto que as
plataformas sociais, e as ferramentas disponíveis na Web, têm na sua gestão. Para tal adotouse
uma metodologia de pesquisa bibliográfica e de estudo de caso, através de um
questionário, com perguntas abertas, e da técnica de observação direta dos websites. Assim,
para além da revisão da literatura, para o processo de recolha de dados foi enviado um
questionário por e-mail aos bibliotecários responsáveis e efetuada a observação dos websites
através da adaptação de uma grelha de análise construída a partir do Guia de Boas Práticas
de websites da Administração Direta e Indireta do Estado versão 3.0 de fevereiro de 2003.
A utilização destes diferentes instrumentos visou obter dados de diferentes tipos, os quais
proporcionaram a possibilidade de cruzamento de informação.
Através da revisão da literatura e da observação e análise de conteúdos dos websites
pretendeu-se: 1) demonstrar que as bibliotecas universitárias da UL podem ampliar as suas
fronteiras e visualizar as possibilidades de inovar as suas atividades a partir da utilização e
exploração das tecnologias de informação e comunicação, de um modo geral, e da Web 2.0
em particular, através de estratégias inovadores ao nível do marketing, com recurso às redes
socias; 2) salientar o papel dos websites como elo de ligação entre a biblioteca e o utilizador;
3) verificar a utilização da Web 2.0 como forma de mudança na maneira como as bibliotecas
oferecem e disponibilizam os seus serviços.
Para esse efeito, identificamos e observamos as principais práticas e estratégias de
marketing aplicadas pelas bibliotecas nomeadamente: weblogs, folksonomias, wikis, canais
RSS e serviços Web de criação, edição e partilha e identificamos a cultura organizacional e
de participação dos portais.
Finalmente, apontamos alguns casos de boas práticas e algumas ferramentas e
manuais da Web 2.0, que visam tornar a presença das bibliotecas universitárias na Internet,
mais colaborativa antevendo uma oportunidade de desenvolvimento e melhoria de forma a
ampliar a sua participação ativa na Sociedade da Informação.
45
Lopes, Dina Teresa Ferreira. "Bibliotecas Públicas : marketing cultural e o acesso à leitura (estudo de caso)." Master's thesis, 2012. http://hdl.handle.net/10437/2911.
Full textAbstract:
Orientadora: Gisélia FelícioEste trabalho de investigação assenta no pressuposto da mais-valia que o Marketing Cultural ocupa nas Bibliotecas Públicas e a sua influência no acesso à leitura. É a partir de três Perguntas de Partidas e na procura de respostas para as mesmas que se desenvolve todo este trabalho de investigação. A experiência diária de um bibliotecário faz crer que através do bom uso do marketing cultural conseguimos manter os clientes/leitores que temos e levar à Biblioteca novos leitores, aproximando-os da leitura. O enfoque recai no facto das Bibliotecas Públicas terem como princípio base de funcionamento o serem capazes de corresponder às necessidades, desejos e ambições dos seus leitores. Para que isto aconteça é necessário que as Bibliotecas Públicas conheçam bem o seu público-alvo e saibam o que esse público-alvo pretende. Outro aspeto a ter em consideração consiste no facto das Bibliotecas Públicas terem de saber exatamente qual é a sua missão e a sua finalidade, tendo em consideração o seu enquadramento sociocultural. Por tudo isto, as Bibliotecas Públicas devem focalizar-se não apenas nos serviços em si, mas muito especialmente no cliente/leitor, adaptando os serviços que prestam e a forma como os prestam à população que os utiliza efetiva ou potencialmente. Ou seja, os serviços prestados, para além de terem de ir ao encontro das necessidades dos clientes/leitores, têm de ser realizados com qualidade e eficiência para que sejam realmente eficazes e justifiquem a sua existência. Esta é a questão básica em estudo, focalizada no papel que o Marketing Cultural desempenha neste processo, nas Bibliotecas em geral e na Biblioteca Municipal Marquesa de Cadaval em particular, dado que é esta a nossa Biblioteca alvo. Para um melhor enquadramento do estudo far-se-á uma análise da importância do marketing no processo de leitura e a utilização das ferramentas que disponibiliza aplicando-as à Biblioteca Marquesa de Cadaval, em Almeirim.
This investigation paper is based on the presupposed of the surplus value that the Cultural Marketing has in the Public Libraries and its influence on the reading access. It is from the three Starting Questions and from the research for the answers that justify this presupposed that all this investigation paper evolves. The daily experience of a librarian makes us believe that through the good use of the cultural marketing we manage to keep our readers/clients and to engage new ones making them closer to the reading. The focus is on the fact that Public Libraries have as basic principle of function the being able of correspond to the needs, desires and ambitions of its readers. In order for this to happen it’s necessary that the Public Libraries know well their public and know what their public wants. Another aspect that cannot be forgotten consists on the fact that Public Libraries have to know exactly which are their mission and their aim, having in consideration what their socio-cultural framing is. Having this into concern the Public Libraries should focus not on the services by themselves but also on the reader/client. Sequentially they should adapt the services they have to their public and they also should adapt the way they give those services to the population that use them effectively or potentially. This means that the services they give in addition to having to meet the readers’ needs and they also have to be brought about with quality and efficiency in order to be really efficient and that justify their existence. This is the basic question in study focused on the role that Cultural Marketing performs in this process in the Public Libraries in general and in the Biblioteca Marquesa de Cadaval in particular, once it is our Library. To better understand this study we will do an application of the principles referred above, translated in the case study of the Biblioteca Marquesa de Cadaval, in Almeirim.
46
Nováková, Gabriela. "Prezentace a obraz knihoven v médiích, mediální obraz knihovníka/knihovnice." Master's thesis, 2013. http://www.nusl.cz/ntk/nusl-341855.
Full textAbstract:
The aim of this thesis is to analyze the media image of libraries and librarians in the years 2007-2011. The first part describes the theoretical knowledge of marketing and promotional tools used in libraries, with a particular focus on media tools. The second part is followed by a practical part, which monitors the application of these tools and the results of their action with regard to the public. Theoretical knowledge based ideas Philip Kotler were supplemented with a practical knowledge gained from the media analysis of the years 2007-2011, whose data were obtained from the database Anopress. Mapping the current marketing situation in the media library for a chance to innovate their marketing practices and to attract to the library and more satisfied users.
47
Andrade, Ana Mafalda de Araújo Oliveira. "Estratégias de marketing aplicadas a Bibliotecas Universitárias : Estudo de caso da biblioteca da Escola Superior de Comunicação Social." Master's thesis, 2012. http://hdl.handle.net/10437/6672.
Full textAbstract:
Orientação: Gisélia FelícioNo presente trabalho de investigação procede-se ao estudo da aplicação do marketing em bibliotecas universitárias, particularmente o Marketing Digital, aplicado concretamente à Biblioteca da Escola Superior de Comunicação Social. Para concretizar este estudo estruturou-se o trabalho, com uma primeira parte onde se procede à caracterização e contextualização da organização no seio da ESCS, incidindo-se particularmente na descrição dos serviços disponibilizados. Em seguida, procede-se ao enquadramento relativamente ao papel da Biblioteca Universitária ao longo do tempo, ao conceito de marketing de serviços e de produtos e estratégias de marketing em Unidades de Informação. Por forma a dar resposta às questões de partida, as quais pretendem identificar o perfil dos utilizadores da biblioteca da ESCS, aferir se os utilizadores consideram que o site da biblioteca tem qualidade, qual a sua satisfação quando acedem ao site, se se encontram receptivos à adesão da biblioteca a uma rede social, que soluções de marketing podem ser aplicadas e que alterações devem ser implementadas nos serviços existentes para satisfazer as necessidades dos utilizadores, elaborou-se um inquérito por questionário. O inquérito por questionário constituído por 4 grupos distintos, organizado por 73 questões abertas e fechadas foi distribuído por uma amostra representativa de alunos e docentes da ESCS. A análise e discussão dos resultados permitiu-nos concluir que a utilização das estratégias de marketing numa biblioteca permite ajudar no desenvolvimento de serviços/produtos adequados às reais necessidades dos utilizadores. A partir do nosso conhecimento profissional e, sempre suportado pela literatura de referência da área, construiu-se a matriz SWOT da Biblioteca da ESCS, por forma a identificar as fragilidades e forças do sistema, sendo fundamental para a futura etapa de planeamento estratégico, permitindo proceder às alterações necessárias. São ainda apresentadas soluções de marketing, visando melhorar os serviços e produtos oferecidos e disponibilizados. Este trabalho permitiu concluir que a aplicação de estratégias de marketing em Bibliotecas Universitárias ainda é pouco utilizada, havendo um significante desconhecimento desta disciplina na área biblioteconómica, sendo necessário reflectir sobre a “fraca” interacção entre a Biblioteca da ESCS e os seus utilizadores, aproveitando as mais-valias provenientes destas estratégias.
In this research work we proceed to study the application of marketing in academic libraries, particularly Digital Marketing applied specifically to the Biblioteca da Escola Superior de Comunicação Social (ESCS). To complete this study the work was structured with a first part focusing on the characterization and contextualization of the organization within the ESCS, particularly in the description of the services provided. Then we proceeded to analyze the role of the university library over time, the concept of marketing services and products and marketing strategies in intelligence units. In order to address the starting issues, which aim to identify the profile of the ESCS library users - assess if they feel that the library site has enough quality, what is their satisfaction level when accessing the site, if they are receptive to library having any presence on a social network, available marketing solutions that can be applied and what changes should be implemented in existing services to meet the needs of users - we prepared a survey by questionnaire. The survey questionnaire consisted of 4 distinct groups, organized by 73 open and closed questions were distributed to a representative sample of students and teachers at ESCS. The analysis and discussion of the results allowed us to conclude that the use of marketing strategies enables a library to help in the development of services/products that meet real user needs. From our professional knowledge and, supported by reference literature, the matrix SWOT Library of ESCS was built in order to identify the strengths and weaknesses of the system, this is central to the future of the strategic planning stage, allowing to make the necessary amendments. There are also presented marketing solutions in order to improve the services and products offered and available. This study concluded that the implementation of marketing strategies in university libraries is not widely used, and there is a significant lack of knowledge about this subject in the librarianship area, being necessary to reflect on the "weak" interaction between the ESCS library and its users, leveraging capital gains from these strategies.
48
Lima, Inês Alexandra Sequeira. "As Bibliotecas Académicas e a Inclusão Social: Estudo de Caso da Biblioteca Norte|Sul do Centro de Estudos Sociais da Universidade de Coimbra." Master's thesis, 2019. http://hdl.handle.net/10316/93393.
Full textAbstract:
Dissertação de Mestrado em Ciência da Informação apresentada à Faculdade de LetrasA inclusão social é um tema amplamente discutido no âmbito das Ciências Sociais e Humanas, pelo que é central abrir espaço à investigação, ao debate e ao diálogo em torno deste fenómeno no contexto da Ciência da Informação. Assim, as bibliotecas académicas, pela diversidade étnica e social dos seus estudantes, devem ter em conta o que concerne à prestação de serviços que se adequem a uma comunidade académica com uma enorme diversidade social, intercultural e interlinguística. Neste sentido, é relevante explorar as que ações são levadas a cabo para a facilitação da inclusão e da integração social nestes espaços. O que pretendemos com este estudo é entender qual é o papel das bibliotecas académicas neste domínio. Escolhemos estudar a Biblioteca Norte|Sul (BNS), que funciona no espaço académico do Pólo I da Universidade de Coimbra e que pertence a uma Unidade de Investigação & Desenvolvimento Científico: O Centro de Estudos Sociais (CES). O objetivo principal deste estudo foi compreender, se nesta biblioteca existem, ou não, ações e intervenções que remetam para a preocupação com as questões da inclusão social. A nossa amostra incluiu apenas a comunidade estudantil brasileira, constituída por doutorandos e pós-doutorados em formação no CES. Em termos metodológicos, optámos por uma abordagem qualitativa de natureza exploratória, através de um estudo caso e de uma revisão de literatura. Para o nosso estudo caso, aplicámos um questionário ao Bibliotecário e à Bibliotecária Responsável, tendo sido também criado um questionário adequado aos/às estudantes participantes, de acordo com a amostra selecionada. Através dos relatos apresentados e das vivências descritas nas respostas aos questionários, percebemos que a biblioteca, em todos os momentos da sua interação com a população que a frequenta, deve fazer um esforço para conhecer os contextos culturais e sociais dos/as utilizadores/as, particularmente da população em mobilidade, e, de acordo com as suas necessidades, oferecer serviços que manifestem a compreensão e a vontade de acolher estes/as utilizadores/as. O estudo de caso assinalado e a elaboração deste trabalho permitiram concluir que é necessário investigar, discutir, avaliar, mobilizar e implementar um conjunto de serviços que tenham em consideração a multiculturalidade da comunidade académica existente. No caso das bibliotecas da Universidade de Coimbra, há ainda algum “trabalho a fazer”, uma vez que a maioria dos/as participantes no nosso estudo, referiu que, à exceção de alguns espaços específicos, os serviços das bibliotecas devem adaptar-se a um contexto académico muito particular, através de formação que contemple o entendimento dos fatores que levam à inclusão e à integração social dos/as alunos/as e/ou investigadores/as estrangeiros/as, para assim, quebrarem as barreiras que interferem na sua vida emocional e que comprometem, substancialmente, os seus objetivos.
Social inclusion is a topic widely discussed in the Social Sciences and Humanities, therefore it is fundamental to lead the way to research, debate and dialogue about this phenomenon in Information Science. Accordingly, academic libraries, due to the ethnic and social diversity of their students, should consider the provision of services that are suitable to an academic community with an enormous social, intercultural and interlinguistic diversity. In this regard, it is important to explore what actions are undertaken to facilitate social inclusion and integration, in these spaces. With this study, we intend to understand the role of academic libraries in this context. We chose to study the North-South Library (BNS), which operates in the academic space of Pole I of the University of Coimbra and is a part of the Centre for Social Studies (CES), a Research & Scientific Development Unit. The main objective of this study was to understand, whether or not this library comprises actions and interventions concerning social inclusion issues. Our sample included only the Brazilian student community, consisting of doctoral and post-doctoral students in training at CES. In methodological terms, we chose the qualitative approach of an exploratory nature, through a case study and a literature review. For our case study, we applied a questionnaire to the Librarian and the Responsible Librarian, and, according to the selected sample, an appropriate questionnaire was also created and applied to the students participating in the study. Through the accounts given and the experiences described in the answers to the questionnaires, we realize that, the library, at all times of its interaction with the people who use it, must try to know the cultural and social backgrounds of these users, particularly the mobile population, and, according to their needs, offer services that express the understanding and willingness to welcome these users. The case study and the making of this work led to the conclusion that, it is necessary to investigate, discuss, evaluate, mobilize and implement a set of services which must take into consideration the multiculturalism of the existing academic community. In the case of the libraries of the University of Coimbra, there is still some "work to be done", since most of the participants in our study mentioned that, with the exception of some specific spaces, the library services should be adapted to a very particular academic context, through training that contemplates the understanding of the factors that lead to the inclusion and social integration of foreign students and/or researchers, in order to break the barriers that, interfere in their emotional life and that substantially compromise their objectives.
49
Mota, Ana Carolina Espinha. "Como comunicam as bibliotecas universitárias na Web 2.0? Estudo aplicado na Universidade de Coimbra." Master's thesis, 2020. http://hdl.handle.net/10316/93662.
Full textAbstract:
Dissertação de Mestrado em Ciência da Informação apresentada à Faculdade de LetrasO uso de estratégias de Marketing e Comunicação em serviços de informação e, em particular, em bibliotecas, tem vindo a revelar-se essencial, no que respeita ao acompanhamento da evolução do mindset dos consumidores e ao engagement com o público-alvo.Através das ferramentas da Web 2.0, as bibliotecas universitárias têm maior visibilidade no processo de comunicação/divulgação de informação, sobretudo através das respetivas páginas web e das redes sociais. Neste contexto, a mediação por parte dos profissionais de informação é fundamental na Era Digital.O presente estudo tem como objetivo geral compreender como comunicam as bibliotecas universitárias na Web 2.0. Como objetivos específicos pretende-se: discutir os conceitos de Marketing e Comunicação; estudar o Marketing e a Comunicação em Bibliotecas Universitárias; avaliar como as Bibliotecas da Universidade de Coimbra (BUC) comunicam com os seus clientes/utilizadores e com a sociedade.Optou-se por uma abordagem qualitativa de natureza exploratória: revisão da literatura e um estudo aplicado. Este estudo concretizou-se com recurso à pesquisa descritiva e a um survey/questionário.Dos resultados obtidos destaca-se: a tecnologia Web 2.0 mais utilizada pelas BUC é a respetiva página web no domínio uc.pt; o recurso a outras ferramentas digitais encontra-se ainda numa fase de desenvolvimento, tendo em conta que a maioria dos serviços inquiridos não utiliza redes sociais como canais de comunicação/divulgação; o Facebook é a rede social preferencial adotada pelas BUC.Reconhece-se que uma presença ativa das bibliotecas universitárias em espaços digitais, onde se concentram os prosumers, como as redes sociais, promove o acesso e uso, a disponibilização célere de informação/conhecimento, o feedback e a proximidade. No caso das BUC considera-se premente a implementação de um Plano de Comunicação, com o foco nos nativos digitais e na promoção dos produtos e serviços disponibilizados.
The use of Marketing and Communication strategies in information services, and in particular in libraries, has proved to be essential when dealing with the monitoring of the evolution of consumers mindset and the engagement with the target audience.Through Web 2.0 tools, university libraries have greater visibility in the information communication/dissemination process, mainly through the respective websites and social networks. In this context, mediation by information professionals is essential in the Digital Age.The present study aims to understand how university libraries communicate on Web 2.0. The specific objectives are: to discuss the concepts of Marketing and Communication; to study the Marketing and Communication in University Libraries; to evaluate how the Libraries of the University of Coimbra (LUC) communicate with its costumers/users and with society.The chosen approach was of a qualitative and exploratory nature: literature review and an applied study. This study was carried out using descriptive research and a survey.From the results obtained, the following stand out: the Web 2.0 technology most used by LUC is the respective webpage in the uc.pt domain; the use of other digital tools is still in a development phase, taking into account that most of the services do not use social networks as communication/dissemination channels; Facebook is the preferred social network adopted by the LUC.It is acknowledged that an active presence of university libraries in digital spaces, where prosumers are concentrated, such as social networks, promotes access and use, the fast availability of information/knowledge, feedback and proximity. In the case of the LUC, the implementation of a Communication Plan is considered strategic, with a focus on digital natives and on the promotion of the products and services available.
50
Ovesná, Monika. "Dospívající dívky jako specifická kategorie uživatelů knihoven." Master's thesis, 2014. http://www.nusl.cz/ntk/nusl-336618.
Full textAbstract:
Master thesis called "Teenage Girls as a Specific User Group in Libraries" is focusing on users of a library between the ages of 12 - 19 years and on the design of library space for this age group. The theoretical part of the thesis aims to provide the everyday library practice with the basis for creating space for teens, including marketing, staff, services and collections. The theoretical part also focuses on the physiological, psychological, emotional and sociological characteristics of teenage girls. The situation in the Czech Republic is also introduced. With regard to the fact, that the library services and spaces for the teenagers in the Czech Republic are at their very beginnings, the examples from abroad, Germany in particular, are introduced. The practical part is realized by means of a questionnaire survey and interviews. The practical part focuses on existing and potential users of the Municipal Library in Prague, where the new space for teens should be established in a near future. Powered by TCPDF (www.tcpdf.org)